Medium and message

Myeloma UK drew on Maureen Lipman's experience of the disease to raise awareness of its helpline.

Myeloma UK distributed a poster featuring the actress Maureen Lipman to GP surgeries, hospitals and local community and health centres nationwide as part of its I Wish I Knew campaign.

The campaign, a drive to promote the charity's Myeloma Infoline, was initially launched to tie in with National Myeloma Awareness Week in June. The charity extended it after it received a good response from callers to the helpline, a free service offering practical advice and support to people in the UK living with Myeloma, a type of bone marrow cancer.

Lipman, who is honorary patron of Myeloma UK, became involved with the charity after her husband, the screenwriter Jack Rosenthal, died of the disease in 2004. She said she was frustrated that she had not known about the organisation at the time and wanted to help raise awareness of it.

Katie Miller, marketing and communications officer at the charity, says: "We chose to use posters because they are the best way of distributing information as widely as possible. We wanted something that would be really eye-catching and would attract people's attention." The charity also recruited volunteers to distribute postcards locally.

Eric Low, chief executive of Myeloma UK, said: "While more than 200 calls are made to the Myeloma Infoline every month, we want to make more people aware of the service and how it can help them."

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