Turning complex pediatric cancer research into a story that resonates with a broad audience requires more than simplifying the science. It also requires finding the right voices and storytelling approach.
In this Q&A, Susie Tappouni, head of Corporate Affairs at Amgen and Sue Schwartz, co-founder of Stand Up To Cancer, discuss how their organizations worked with Beast Philanthropy and the St. Baldrick’s Foundation to bring the patient perspective to a creator-led campaign while maintaining accuracy, sensitivity and a focus on meaningful impact.
PRNEWS: With such a large and diverse audience, how did you approach translating the complexity of pediatric cancer research into a story that was both accurate and understandable without oversimplifying the science?
Susie Tappouni: Amgen approached this as an opportunity to put patients and their experiences at the center of the story. Pediatric cancer research is incredibly complex, but the impact of that research becomes much more tangible when you hear directly from the people whose lives have been shaped by scientific progress.
That’s why the perspectives of pediatric cancer survivors were so important. Bringing these stories to life in such a fun and meaningful way helped us connect decades of research and discovery to what that progress can actually mean for patients and families. Rather than trying to explain every aspect of the science, we could show why the science matters through their experiences.
It was also important to have Dr. Jay Bradner, head of Research and Development, Artificial Intelligence and Data at Amgen, included to bring his perspective both as a physician-scientist and a leader in scientific innovation. His voice helped connect the science behind decades of progress in pediatric cancer to why continued research and collaboration are so important to advancing the next generation of breakthroughs.
PRNEWS: What did the collaboration process look like among Beast Philanthropy, Stand Up To Cancer, Amgen and St. Baldrick’s Foundation? How did you determine who would have a voice in the story and how the message would be presented?
Sue Schwartz: We designed the process to be highly collaborative, with Beast Philanthropy, Stand Up To Cancer, Amgen and St. Baldrick’s Childhood Cancer Research Foundation each bringing a distinct perspective and area of expertise to the story. We aligned early on the core message to bring the patient’s experience to the MrBeast audience. We worked together throughout development to make sure the storytelling was authentic, accurate and emotionally resonant. The final approach was shaped through collective feedback, balancing Beast Philanthropy’s storytelling style with the credibility, expertise and missions of SU2C, Amgen and St. Baldrick’s.
Each organization had a voice in the areas where it could contribute most meaningfully—whether that was the patient and family perspective, the science and research context, the philanthropic impact, or the broader mission behind the work.
Tappouni: Amgen brings more than 45 years of experience in scientific research and innovation, so our role is focused on supporting the Stand Up To Cancer Pediatric Cancer Dream Team initiative and helping elevate awareness of why research matters for future breakthroughs. The voices featured in the video help bring that message to life from different perspectives. Dr. Jay Bradner, head of Research and Development, Artificial Intelligence and Data at Amgen, spoke to the role research plays in advancing better outcomes for patients, while patient advocate William Yank helped make the impact of scientific progress personal and tangible.
PRNEWS: MrBeast has a very distinct storytelling style and audience expectations. How did the organizations balance giving a creator room to tell the story in his own voice with the need for accuracy, sensitivity and appropriate messaging around pediatric cancer?
Tappouni: The Beast Productions team was every bit as passionate about this campaign as Amgen and Stand Up To Cancer. What’s wonderful about working with a creator like MrBeast is that he and his team have a deep understanding of their audience and know how to tell a story in a way that feels authentic to their platform and will resonate with the millions of people they reach.
PRNEWS: The video generated 22.6 million views and nearly 1 million engagements in its first two days. Beyond those topline numbers, what signals will you be watching to determine whether the partnership actually advanced awareness and support for pediatric cancer research?
Tappouni: Fundraising is a critical part of the campaign, but success is also about building greater awareness and understanding of the impact of pediatric cancer research in leading to much needed medicines. In addition to educating about the importance of research, we also saw this as an opportunity to inspire younger generations to become researchers themselves.
We’re seeing initial comments from pediatric cancer survivors who echoed the importance of research and others who shared that they came away with a greater understanding of why pediatric cancer research matters. We’ll continue to look at how audiences are engaging with the content and whether the campaign is helping bring this issue, and the need for continued research, to people who may not otherwise have been part of the conversation.
Schwartz: We look at a range of signals to understand the collaboration’s impact and whether it is motivating people to support pediatric cancer research. One particularly encouraging early indicator is that donations to Stand Up To Cancer have come from 79 countries, with 95% of donors giving to SU2C for the first time. So clearly, we are reaching people who have not previously been connected to Stand Up To Cancer.
The ultimate, long-term barometer will be the impact of new pediatric cancer research that is funded because of this campaign -- whether it results in new, effective treatments for children with cancer.
PRNEWS: What do you think other communications teams can learn from this partnership about working with creators on complex or sensitive issues, particularly when the goal is to build understanding and action rather than simply generate reach?
Tappouni: One of the biggest lessons was a reminder that the patient must always remain at the center of the work. Particularly with sensitive subject matter, it’s important to protect the authenticity of patients’ voices and give them the space to share their experiences in their own way.
For communications teams, the takeaway is to look beyond audience size and consider the relationship a potential partner has with the issue and with their community. The right partnership can help turn awareness into understanding and action, but it has to be grounded in trust, authenticity and a shared commitment to the issue.