Cholangiocarcinoma is a type of primary liver cancer that is often missed, misdiagnosed and managed too late. Also referred to as ‘bile duct cancer’ or CCA, it has one of the worst survival rates of any cancer.
Our client AMMF is the UK’s only charity dedicated solely to supporting people with CCA and funding research to improve the diagnosis and treatment of this devastating cancer.
When AMMF was set up in 2002, it was the world’s first CCA charity. Today, the charity works across the UK, Europe and globally with medical and scientific experts and patient groups, and organises a highly regarded annual European Cholangiocarcinoma Conference every year.
AMMF first commissioned us to oversee PR and stakeholder engagement in 2023, after commissioning research into the experience of people diagnosed with CCA within the NHS. From this research, AMMF’s ‘Rethink Liver Cancer’ campaign was born and we’ve been retained by the charity year on year to build its reach and impact.
What we delivered
- A ‘Rethink Liver Cancer’ campaign strategy and press office plan, including a ‘Faces of Cholangiocarcinoma’ initiative, supported by fashion photographer Rankin, fashion designer, Dame Zandra Rhodes, and Vanity Fair Royal Correspondent, Katie Nicholl.
- Copywriting for a Rethink Liver Cancer White Paper and ‘Fairer Deal, Faster’ brochure that together set out AMMF’s recommendations for a better future for people with cholangiocarcinoma in the NHS.
- Outreach to the Chair of the All Party Parliamentary Group on cancer and other MPs to secure sponsorship and attendees for 2 x receptions at the House of Commons.
- Over 350 pieces of media coverage, including features in The Mail on Sunday, The Mirror, The Express, The Metro, The Times and The Times Weekend supplement, an interview with AMMF’s Chief Executive on BBC One Breakfast and Zandra Rhodes and Katie Nicholl interviewed live on ITV’s Lorraine.
