That's My Word

That's My Word

The Situation

Black communities in America are in the midst of an ongoing and systemic healthcare crisis. This is especially true for multiple myeloma, where Black people are 2-3x more likely to get it, and die from this rare blood cancer, despite the availability of effective treatment approaches.

The Challenge

We had to create a campaign that united patients, doctors and caregivers around a promise to create a better understanding of the disease, its human journey and toll, and the positive potential in working together going forward.

What We Did

The 𝙏𝙝𝙖𝙩'𝙨 𝙈𝙮 𝙒𝙤𝙧𝙙 ™ unbranded campaign is a movement, one that began with a powerfully simple act, a promise to learn more, get involved, and proactively seek care. It centered around a series of docu-spots featuring comedian D.L. Hughley, utilizing his talents as a renowned talk show host and interviewer, to bring to life the stories of those we have lost to multiple myeloma through their loved ones.

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2024