Connecting a New Program’s Brand to its Audience

The CDC-funded XRAYS (eXamining Relevance of Articles for Young Survivors) program gives young breast cancer survivors reliable and accurate breast cancer news and information to help them make informed decisions about their health. Created by FORCE the program received funding from the CDC and can be accessed here: https://www.facingourrisk.org/XRAYS/index.php

Challenge:
The XRAYS program needed a recognizable brand and accompanying key messages, as well as, a community of women aged 18-45 who have been diagnosed with breast cancer. XRAYS also needed a method of disseminating rated reviews of new and emerging breast cancer research to as many women as possible while establishing the XRAYS program as a reliable and credible source for breast cancer news and information.

Solution:

• Create brand identity and architecture for the Program: including logo, tagline, brand purpose, personality, and key messages
• Build an attractive and accessible graphic rating system to help young breast cancer survivors understand the relevance of news media stories to their health
• Develop launch concepts and a communications strategy to promote XRAYS brand and individual weekly published reviews
• Leverage social media, email and digital advertising campaigns to drive traffic and promote XRAYS published reviews of articles

Results:

• Positioned the XRAYS brand as a reliable, “go-to” resource for young breast cancer survivors
• Established a community of highly engaged readers, with over 500 unique pageviews per review each week
• Overall readership totaled over 20,000, six months post-launch
• Attributed over 1000 survey responses via social marketing campaign, surpassing goal Built a community of over 14,000 users, and achieved 22,000 unique pageviews for XRAYS review in year 1
• Continued involvement to keep increasing view totals