CORONAVIRUS CASE STUDIES: The Week That Still Was

MCI USA is highlighting how we’re partnering with our clients to respond to COVID-19, from messaging and advocacy to webinars and other content. These are our Coronavirus Case Studies.

RESOLVE: The National Infertility Association is a patient advocacy organization dedicated to creating community, advocacy, and other resources for people challenged in their family building journey. One of RESOLVE’s signature programs is National Infertility Awareness Week (NIAW), a seven-day program of live events and other activities designed to raise public awareness of infertility issues that is held every year in late April.

While coronavirus forced the cancellation or postponement of many in-person events scheduled for NIAW 2020, RESOLVE never considered scrapping the entire program, which is federally recognized as a health observance by the U.S. Department of Health and Human Services. Instead, the organization doubled-down on NIAW’s virtual components, introducing a five-day photo challenge, hosting livestreamed fundraising walks, encouraging members of the infertility community to share their personal stories online, and more. As a result, the already-popular NIAW generated an even bigger social-media footprint than usual and also resulted in increased engagement from healthcare providers — especially physicians— showing support for their patients.

“The infertility community experiences uncertainty and isolation all the time,” said MCI USA talent Rebecca Flick, who serves as RESOLVE’s chief external affairs officer. “During this time of social distancing and other stay-at-home measures, we felt they shouldn’t be ignored this week. They need support now more than ever.”

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