The big picture: GCI Health crafts multi-pronged PR strategy for Biogen Idec, aiming to shift MS narrative from disability to ability.
Key initiatives:
1. MS Inspiration campaign with NFL/NBA athletes
2. Sponsorship of Sailing Sclerosis' Oceans of Hope project
2. Sponsorship of Sailing Sclerosis' Oceans of Hope project
By the numbers:
• 35,000+ potential reach at Boston Red Sox game
• 300M+ potential impressions via NASDAQ ceremony
• 200,000 viewers reached through Weather Channel partnership
• 300M+ potential impressions via NASDAQ ceremony
• 200,000 viewers reached through Weather Channel partnership
Core activities:
• National and local media placements
• Social media engagement (15-20 posts)
• Satellite media tour for East Coast portion of global circumnavigation
• Social media engagement (15-20 posts)
• Satellite media tour for East Coast portion of global circumnavigation
Why it matters: Combines star power with sailing adventure to inspire MS patients and showcase treatment breakthroughs.
Bottom line: Innovative partnerships and media strategies positioned Biogen Idec as a leader in changing MS perceptions and treatment.
TYSABRI Patient Athletes News Segment
Oceans of Hope Sailing Expedition
Sampling of Oceans of Hope Media Targets
