Launching the 'SCLC: Nothing Small About It' Campaign

The Challenge

Patients and families diagnosed with SCLC often struggle to find relevant resources and support, as most available information centers on the more commonly diagnosed non-small cell lung cancer. The core challenge was to identify unmet psychosocial needs and elevate SCLC as a vital, recognized part of the broader lung cancer community.

Our Approach

We defined the overall program concept and established a "Nothing Small About It" Advisory Board by bringing together tier 1 advocates and survivors. The core activation was developing an unbranded, patient-facing microsite (NothingSmallAboutIt.com) to serve as a centralized resource hub. We conducted video interviews with patients and caregivers to capture compelling stories, developed educational content, and initiated a grassroots social media campaign to drive traffic and connect site visitors to community resources.

The Outcome

The campaign successfully mobilized 18 advocacy thought leaders, including patients and caregivers, who provided valuable insights and shared their stories. The initiative successfully launched a high-quality microsite that seamlessly linked visitors to advocacy partners' resources. Ultimately, the campaign drove increased website and social media engagement and successfully increased the client's recognition as a dedicated industry partner in the lung cancer community.

1. 13% of all U.S. lung cancer diagnoses each year are small cell lung cancer (SCLC), underscoring the specific patient population the initiative aimed to support.
   
   

2. 4 leading lung cancer associations teamed up with Jazz Pharmaceuticals to launch this new educational initiative.
   
   

3. 18 advocacy thought leaders—including patients and caregivers—were mobilized to provide insights, share their personal stories, and help build the campaign.