IMC CASE STUDY
MSD HOPE FROM WITHIN
NGP IMC launched “Hope From Within: Test, Talk, Take Action for Lung Cancer” which is an advocacy on lung cancer awareness, control, and giving new hope for patients through breakthrough treatment options such as Immunotherapy.
The campaign became the catalyst for the different government agencies, medical community and NGO’s to renew commitment on fighting cancer. The advocacy introduced a new ambassador, TV news anchor Diego Castro, who shared his story and personal experience against the dreaded C.
The success of Hope From Within brought forth the expansion of the advocacy to Cancer Game Plan PH which gathered patient support groups and more influencers to give voice for patients, espouse early detection of cancer, and increase access to expensive treatments especially through financial assistance from government agencies.

In celebration of Lung Cancer Awareness Month, Hope from Within, a multi-stakeholder cancer awareness campaign led by MSD in the Philippines, amplified its advocacy of renewing hope in the fight against Cancer through patient education and experience sharing forum at the Philippine General Hospital Cancer Institute on October 30, 2019. Hope From Within Ambassadors Tirso Cruz III, Susan Africa, and Marlo Mortel shared their own stories of hope through their battle against the disease, to encourage and inspire patients to keep their hope alive.
Hope From Within page has continued to create a milestone for the advocacy generating over 3 million reached users in less than a year. The HFW advocacy resulted into an increase of inquiries on how to get tested for cancer, the different treatment options available, and also aided in creating awareness for the Cancer Control Bill, which, eventually, was signed into law in 2019.
Hope From Within page has continued to create a milestone for the advocacy generating over 3 million reached users in less than a year. The HFW advocacy resulted into an increase of inquiries on how to get tested for cancer, the different treatment options available, and also aided in creating awareness for the Cancer Control Bill, which, eventually, was signed into law in 2019.
From Hope from Within to Cancer Game Plan PH, a total of P48,670,917.79 from 107 publicity pick-ups from press conferences, print, online and broadcast outputs was achieved.
The result shows how far reaching and impactful the exposure of the event was – capturing wider net of audiences from different media types.
