In an effort to provide support for people living with CML, known as “the good cancer,” we worked with ARIAD to create a movement designed to foster a whole new shift in mindset. It focused on empowering people and creating a re-affirmation of life rather than an overwhelming feeling that a CML diagnosis is a death sentence. This movement was about engaging people like never before, even those who live in fear and denial of the disease. Through social media tactics like Facebook and Twitter we supported the campaign through the collective story of key influencers, those living with CML, their friends and families.
