ShareTheLittleThings.com /
A brave new role for social media: healthcare

While breast cancer has a powerful and vocal community, metastatic breast cancer is another story. Though the "pink ribbon movement" is quite active, it rarely focuses on those women suffering with the reality that their breast cancer has spread and may ultimately cut short their lives, leaving a void that affects tens of thousands of people.

Our idea: Give a voice to the people who truly understand the challenges of metastatic breast cancer and then help them share that voice. We built an online community where patients, their friends, and families could come together to share the little things that inspire, strengthen, and make life worth fighting for. We gave that community support with drivers including a Facebook page and targeted banner ads to encourage participation.

Our convergent model allows us to break conventional thinking every day. In this case, we overcame the false perception that unfiltered patient voices have no real value in healthcare education and communication.

Note: ShareTheLittleThings.com was subsequently deactivated, due to migration to a new sponsor.

Novartis Vaccines / Sumavel DosePro