There is a gap between the optimal and the current utilization of radiotherapy in Europe: the ESTRO Cancer Foundation (ECF) was set-up to support ESTRO in tackling the barriers preventing patients to receive the treatment they need. The ECF aims at creating value for multiple stakeholders - patients, healthcare professionals and national societies, decision makers. The value creation will be captured in a virtuous circle: the ECF builds up on the ESTRO knowledge base and activities, while ESTRO research outcomes will be better accessible to external publics. The key success factors of the ECF are the engagement of the corporate partners and the synergies with the ESTRO activities: both are instrumental for the sustainability of the ECF. The Marie Curie Legacy campaign is the first project of the ECF. Leveraging on the 150th anniversary of Marie Curie's birth, it raises awareness on radiotherapy, and is based on the ESTRO toolkit for radiotherapy advocacy. The 7th November marked the launch of the campaign at European level, with an animation commemorating the legacy Marie Curie left to radiotherapy. The campaign was then led in a few European countries: in Belgium and Poland national key opinion leaders, selected in agreement with national RT societies, voiced the benefits of RT through interviews in traditional media. More countries will be targeted in 2018. With a 6 weeks campaign using social media the video was viewed by 250,000 viewers in YouTube only, and in full length by more than 60,000 viewers. In Belgium, the media campaign run for 2 days, obtaining 25 clippings, with headlines on traditional media and primetime on TV channels. In Poland, the campaign and video were launched in occasion of the World Cancer Day. The social media push of the video with subtitles ensured 125,000 views. The traditional media campaign, in one week, obtained 155 online and printed articles. The campaign, combining an European approach and national deployments, is an instrument for the European society to empower the national societies in the positioning of RT in their countries. The animation video proved to be an excellent hook to attract attention, while the engagement of national key opinion leaders is necessary for the overall success of the campaign, health remaining a national matter. Targeting the content is essential: radiotherapy is impersonated by Marie Curie in the animation, while in the national campaigns where the messages are also directed to decision makers, radiotherapy is impersonated by national experts. Overall, the process of raising awareness initiated by the ECF requires strong synergies with ESTRO activities, to ensure a two ways street: the ECF projects ensure that the benefits of radiotherapy treatment are better known, and ESTRO activities can capture the value created, by fostering radiotherapy: securing investments in radiotherapy resources, providing education, creating a more favorable policy environment, advancing research.
Strategi Keterlibatan Key Opinion Leaders dalam Kampanye Public Relations di Indonesia
