Amgen and Emcay

Multiple Myeloma It’s On

Multiple myeloma is the most common blood cancer among African-Americans, who account for 20% of annual cases and have twice the mortality rate. The website targets this audience with a clear level of cultural authenticity while still aligning with the brand’s overall guidelines and messaging. It encourages patients to share stories and express emotions — whether in words or videos — in ways that are heartfelt and original.