The Myeloma Mystery #FindThe851

Client: Myeloma UK

Brief: Reach a wider UK audience and build awareness of the multiple symptoms of myeloma, a hidden blood cancer, beyond the patient community.

After interrogating Myeloma UK’s data, we created a social campaign that highlighted a shortfall in diagnoses and called upon the public for help. Every year, around 5,900 people are diagnosed with the blood cancer myeloma. After the pandemic years, the expected number was 851 people short. The Myeloma Mystery campaign turned an expected symptom awareness campaign into a UK-wide hunt for the hidden 851, offering symptoms in the form of ‘clues’ each day over Myeloma Awareness Week – inspiring altruism in others and spreading the word to a wider audience. Assets created include: A Hero film launch film • Animated social posts A shareable symptom checker • Branded homepage Printed & digital material for canvassing MPs in Parliament