During the 2015-16 NBA season, and continuing for a second season in 2016-2017, Takeda Oncology partnered with the Boston Celtics and 98.5 The Sports Hub to launch 3 Points for Patients, a new initiative raising awareness about multiple myeloma and benefitting the International Myeloma Foundation.
For every 3-pointer scored by the Boston Celtics during their regular season, Takeda Oncology has committed to making a donation to the International Myeloma Foundation, helping fund vital blood cancer research, patient services and educational programs.
Takeda Oncology has a strong social media presence, utilizing Facebook, Twitter, Instagram and LinkedIn as platforms to reach patients, healthcare providers, advocacy organizations and other key stakeholders. To accomplish the program’s objectives, the Takeda Oncology team leveraged its established Twitter account to promote the partnership by featuring custom visuals, video soundbites, as well as partner content issued by the Celtics and 98.5 with the unique hashtag #3PointsForPatients.
Custom images and videos are shared via the @TakedaOncology Twitter handle using the hashtag #3PointsForPatients. The social content provides reminders to tune into games, updates users on 3-pointers made by the Celtics and educates new audiences about the campaign. Where possible, to increase interest, content includes tags of the Celtics’ Twitter handle (@Celtics), as well as 98.5 The Sports Hub (@985TheSportsHub) and the International Myeloma Foundation (@IMFmyeloma).
The Celtics and 98.5 The Sports Hub support the campaign with promotions from their respective Twitter handles to engage additional users. During 2015-16 playoffs, NBA News (@recentnbatalks) tweeted in support of the campaign, sharing one of the team videos developed by the Takeda Oncology team.
Since the campaign tip off in November 2015, the Boston Celtics have scored over 950 3-pointers, totaling over $31,350 donated to the International Myeloma Foundation.
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