Supporting patients in the fight against MPNs

MPN Research Foundation, a not-for-profit established after its founder was diagnosed with a form of this blood cancer, exists to help find a cure for those living with this progressive disease. The foundation approached us looking for a website refresh, and we realized that in order to tell their story in a way that would resonate with the audience, we needed to get it right. The JB team recommended starting at the beginning by getting to know the ins and out of the company, as well as its overall goals.

Big ideas

Brand Idea

By understanding that MPNRF exists to make a difference today while aiming to find a cure tomorrow, we developed a brand idea that spoke to the patients’ journey: Change your prognosis. This brand idea also speaks to the way that MPNRF aids those living with MPNs by both helping patients and their loved ones stay informed and by funding original research and education.

Creative Branding

Building off of our brand idea, we gave MPNRF a bolder and more powerful look by taking a bright, fire red and combining it with subtle blood cell patterns. For the typography, we chose a thin, condensed font for the body and clean, rounded font for bolding to draw the eye to the most important text, giving everything a significant yet approachable look. Then to bring the creative to life, we choose imagery that displayed confident looking individuals and applied a red overlay on a segment of them to show that MPN is only a small part of their whole life.

Smart Tactics

Social Media

Based on our creative branding, we updated MPNRF’s Facebook and Twitter profiles and designed a handful of posts focusing on spreading MPN awareness during Blood Cancer Awareness Month. In these posts, we combined anatomical and DNA structures and applied them with the red box overlay, creating imagery that was both engaging and informative.

Animation + Print Marketing: Infographics

Our main priority during Blood Cancer Awareness Month was engaging the audience to increase donations and expand MPNRF’s donor pool. To accomplish this, we created an infographic with customized icons focusing on 10 MPN statistics. We then broke the large infographic down into short animations and used them throughout the month as social posts.

ET

The Results

Nearly doubled donations to MPNRF from the previous year’s Blood Cancer Awareness Month

Increased unique website visitors and overall page views through an engaging social media campaign

Increased new donors by 39% and new registrations by 32% compared to the previous year.

More than doubled MPNRF’s Facebook page likes through pure engagement tactics.