National Breast Cancer Coalition
DDB Issues & Advocacy provided strategic counsel to the National Breast Cancer Coalition for nearly two decades, helping to bring the annual budget for breast cancer research from the paltry sum of $100 million to more than $700 million per year at the National Institutes of Health and a new funding stream of over $2 billion of innovative research at the Department of Defense.
In anticipation of the 2008 Presidential election, the National Breast Cancer Coalition launched the Breast Cancer Caucus Blog to engage more grassroots advocates in the fight to end breast cancer. In support of the launch, DDB developed a strategy to generate positive word of mouth about the Coalition and the blog among influential “voices” within social media. Social media relations enabled the Coalition to leverage the unique power of peer-to-peer word of mouth among the growing number of breast cancer survivors and their families and additional grassroots breast cancer advocates who are going online to share their stories. These individuals are compelling others to take action to protect their lives and to increase awareness and support for policies that increase access to treatment and care and funding for research.