Healthcare, Public Affairs

Public affairs campaign with video storytelling shows that even women with incurable diseases are valuable

Metastatic breast cancer is an incurable disease. But women struck down with it can still have quality lives, and deserve the best treatment. A digital campaign and offline media activation with OZ Amazonky allowed us to show that these mothers, wives, colleagues, and friends can still enjoy life and that political leaders are also interested in them.

In the first campaign, with the help of the media or ambassadors among doctors and politicians, we began to raise public and health policy makers’ awareness of metastatic breast cancer. Two press conferences were also held, as well as a meeting for deputies in the National Council of the Slovak Republic.

Video storytelling and infographics: women with metastatic breast cancer

However, the campaign’s main communication tool was There we published video stories of three women with metastatic breast cancer. The website also contains the “Day with Alice” infographic. This illustrates how many people a woman with metastatic breast cancer makes an impact on every day. We also spread our idea through a visual outdoor campaign where it could be seen by politicians and insurance representatives.


Mobilizing the public through crowdfunding 

Part of the Stojím za to (I’m worth it) campaign included a crowdfunding collection for OZ Amazonky. The public could also show how much they care about women with metastatic breast cancer. Money was raised for social and legal counselling, including assistance with approving oncological treatment by way of exception.



hashtags #stojimzato on Facebook and Instagram


views of women's video-stories at


The public's response also led to the fundraising target being achieved up to 108%

The strong public response has led to discussions with health insurance companies, which have begun to systematically approve treatment for patients with metastatic breast cancer.