Telling it Like it is

Pain associated with cancer is a fear experienced by many patients, but unfortunately often not fully discussed. As a result, patients do not receive information and reassurance that there are many treatment options available to tackle the problem.

This campaign highlighted a need for improved communication between healthcare professionals and patients in understanding patient pain and its treatment and control.

Cancer Tales is a collection of stories which tell the experiences of five different women with cancer. The book explains how they deal with their condition and interact with families and carers during their journeys. Its potential for adaptation to a theatre-based experience targeting healthcare professionals led to Mundipharma and First Medical Communications bringing a production to Ireland. Cancer Tales toured Dublin, Cork and Galway, where performances were made freely available to healthcare professionals. Each performance was supported by discussions with palliative care specialists and members of the Mundipharma Ireland management team.

The impact of the project centred on its ability to deliver a ‘real-life’ representation of the experiences of those touched by the condition, whilst still respecting patient privacy, in a thoroughly new and engaging way.

The Cancer Tales tour provided Mundipharma with an opportunity to positively engage with their customers while generating significant media interest. In recognising the need for imaginative and effective education tools for cancer care, the campaign also received engagement from stakeholder organisations including The Irish Cancer Society and Irish Pain Society.

The project was awarded Allianz Business to Arts Award for Creativity, an Irish Healthcare Award for Educational Meetings and a commendation from the Public Relations Consultants Association.