JOY RX
JOY IS MY MEDICINE
CARING THROUGH SHARING
JoyRx or The Children’s Cancer Association, is a non-profit that seeks to improve the treatment and healing experience of children battling serious disease. They do this through music and mentorship practices that elevate the patient’s mood and mindset, equipping them to better face their battle with illness.
To expand their network of supporters and build a Joy Rx fan culture, joyful was tasked with creating content that would expand their potential donor community base and raise awareness to their presence.
Past content for Joy Rx focused on a narrator telling the viewer what they were about, we sought a different approach and instead looked to the patient experience for our narrative. We interviewed several children in and out of the program, along with a couple parents and program mentors to gain, in their words, the authentic experience of Joy Rx. The power joy has in the healing and coping process became resoundingly clear through their accounts, joy truly was their medicine. It was the strength they needed to fight their disease and Joy Rx was providing it. We stitched these stories and soundbites together in a chorus of voices, generating multiple videos for social media. The goal, focus on the heart over the head and reach for the audience’s empathy through authentic voice and story.
Challenge:
Results:
Clicks and views went well above expectations, creating opportunities for ongoing followers and potential donors and supporters. It became clear that many people had never heard of Joy Rx and through our process we were able to identify ongoing brand ambassadors from their past patient group, who could continue the message of, “Joy is my medicine” in future content as we continue to work with them in building a culture around their non-profit.
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What I appreciate most about the collaborative work we did with joyful was the caliber of thinking and willingness to push us to where we weren’t always comfortable – for the betterment of our approach and ultimately, our organization.
~ Danielle York
CEO, JoyRx