Six weeks after the launch of miR Scientific’s liquid biopsy prostate cancer test, the medtech company is running a new campaign to literally shine a light on the disease.
Through its so-called #CanDoBlue campaign, the company will light up in blue dozens of landmarks and building across New York, New Jersey, Chicago and in Puerto Rico. The aim is “to call attention to the urgent need for getting men tested for this aggressive type of cancer,” according to a press release.
Described as a “national event,” the #CanDoBlue campaign will launch Sept. 1. The company chose September given that it is Prostate Cancer Awareness Month. For Puerto Rico, the hashtag that will highlight the event has been adapted to #VísteteDeAzul.
While this is a predominately U.S.-based campaign, miR also wants to introduce #CanDoBlue into “men's health conversations” in Canada, Israel, Japan, Singapore and other global markets.
MiR’s Sentinel Prostate Cancer Test launched last month in the U.S., Puerto Rico and several other markets. The urine-based, molecular test assesses the risk of aggressive prostate cancer.
This is not the first life science company to light up buildings to help highlight their cause. Back in February, a host of pharmas including Rocket Pharma and BioMarin took part in the “Light up for Rare” campaign that shone the Rare Disease Day colors of green, pink, purple and blue across pharma companies buildings and major landmarks.
Regarding #CanDoBlue, Sam Salman, chairman and CEO of miR Scientific, noted in the release that "an estimated 268,490 men will be diagnosed with prostate cancer in 2022 according to the American Cancer Society. miR Scientific's vision is to revolutionize prostate cancer disease management by improving accessibility and accuracy of the tools used to assess each man's personal risk of this aggressive disease. To achieve this we need to create awareness of the urgency of getting tested."