Insight

With a history of 67 years, the Spanish Association Against Cancer (AECC) is the benchmark association in the fight against cancer in Spain. Its mission is to help patients and their family members through prevention, support, and research, with 23,000 volunteers, attending to approximately 500,000 people throughout Spain.

The COVID-19 global pandemic turned people with cancer into one of the highest-risk groups.

AECC needed to reinforce communication to patients and to society in general to transmit the guidelines to be followed and to publicize their initiatives, as close personal contact was not possible during confinement.

Idea

We proposed a proactive, transversal, and multiplatform communication plan on all online and offline channels that would make it possible to continue with the association’s mission:

  • AECC LEADERSHIP: We sent a letter from the managing director of AECC to the directors of the major media groups to request their support in disseminating the AECC content.
  • STRATEGIC SPOKESPERSON: We organized weekly interviews with AECC spokespeople on news and other programs on television and radio, and we placed opinion pieces in the main national and regional media.
  • ONLINE MEETINGS: We organized two information breakfasts to provide detailed information on this topic and to answer queries from the media.
  • PODCAST CHANNEL: We created this new channel to communicate to patients and their family members and we expanded it on radio and online media.
  • WEEKLY UPDATE: We prepared a weekly media alert to provide information on news affecting this group and on the new AECC services.
  • SOCIAL MEDIA AMPLIFICATION: We executed an online content strategy with media and stakeholders to amplify the messages and disseminate the information and actions of AECC in the COVID-19 situation.

Amplification

During the 12 weeks of the state of alarm, we took a clear lead in the conversation on cancer and COVID-19. We generated broad coverage, with more than 2900 news items and reached an audience of more than 5.5 billion people.

  • We organized more than 15 interviews with AECC spokespeople, thanks to which we were able to transmit the ability of AECC to adapt to the situation and remain 100% operational.
  • 51 TV appearances, including on the news programs of TVE, T5, La Sexta, 24h, Antena 3 and Telemadrid, all of which included statements by AECC spokespeople and the Infocancer telephone hotline number.
  • More than 35 appearances on the radio, 10 of which were on national radio: several of these were on the news programs of RNE, Cadena Ser, Onda Cero, and on programs such as Hora 25 (Cadena Ser) and Por Tres Razones (RNE).
  • Two videoconferences were held, which were attended by media such as RNE, Onda Cero, EFE, Servimedia, 20 Minutos, and ABC.

Qualitative reports in national newspapers, such as El País, La Vanguardia and 20 Minutos.