A longstanding client since 2022, the Bank of Cyprus Oncology Centre (BOCOC), Cyprus’s leading institution for cancer diagnosis, treatment, and research, entered 2024 with a renewed communications mandate: to bring cancer-related dialogue into the national spotlight. The objective was clear, to move beyond clinical updates and become a trusted, compassionate voice in the public sphere. Purpose Communications was tasked with designing and delivering a media-led strategy that would inform, inspire, and connect, placing BOCOC at the heart of public awareness and engagement. The challenge was not only to educate, but to humanise the conversation around cancer and create a shared narrative of prevention, care, and solidarity. The mission was to position BOCOC as Cyprus’s centre of excellence in cancer care and innovation; to showcase its compassionate, patient-centred approach; to establish its doctors as trusted, accessible media spokespeople; to highlight its contributions to international medical and scientific forums; and to foster empowering, nationwide conversations that promote early diagnosis and prevention.

To bring BOCOC’s renewed vision to life, Purpose Communications implemented an integrated strategy anchored in media relations, expert profiling, and meaningful storytelling. The goal was not simply to inform, but to consistently position BOCOC as a credible, compassionate, and science-led voice in the national health discourse. We blended traditional PR tactics with original content development to ensure year-round, high-quality media presence across platforms. At the core of our strategy was sustained media engagement—proactive outreach, strong editorial hooks, and consistent alignment with BOCOC’s mission. Through this approach, we not only enhanced the Centre’s visibility but also helped shape the public narrative around cancer prevention and care.

We focused on four pillars:

• Media Relations & Expert Profiling: We executed a year-long press office function, including the regular distribution of press releases, tailored media briefings, and the strategic placement of BOCOC doctors as expert commentators. This helped demystify complex medical topics and ensured the Centre’s specialists became trusted voices across national TV, radio, print, and digital outlets.
• Cross-Channel Storytelling: To complement the science, we brought forward the human side of cancer, through patient journeys, podcast features, and real-life experiences. By crafting emotionally resonant stories, we helped audiences connect with BOCOC’s mission on a deeper level, reinforcing its role not just as a treatment centre but as a pillar of community support.
• Campaign-Driven Visibility: We capitalised on health awareness milestones such as World Cancer Day and Movember to drive national engagement. Each campaign was activated with targeted press releases, expert interviews, and multi-channel content, ensuring BOCOC remained central to the public conversation during key moments in the health calendar.
• Strategic Collaborations: Throughout the year, we activated BOCOC’s network of media, NGO, and institutional partners, facilitating timely collaborations that amplified reach and relevance. These interactions not only deepened media relationships but also reinforced BOCOC’s positioning as a credible, forward-thinking partner in public health communication.

As BOCOC’s strategic communications partner, Purpose Communications designed and executed a 360° media relations programme that combined deep sector knowledge with unparalleled access to Cyprus’s top-tier media and institutional stakeholders. 

• Press Office & Media Relations: We operated a proactive press office throughout 2024, drafting and distributing 25+ press releases tailored to national news cycles and editorial priorities. These covered a wide range of institutional and campaign moments, from prostate cancer conferences and medical milestones to podcast launches and health initiatives. Our messaging struck a balance between scientific credibility and human resonance, ensuring high media coverage and precise message delivery.
• Media Engagement: Purpose secured BOCOC’s presence across Cyprus’s most influential media outlets—including CYBC, ANT1, Alpha Cyprus, Sigma, Omega, leading newspapers, portals and major radio networks. We curated interview opportunities for BOCOC’s doctors and specialists, positioning them as accessible, trusted experts on cancer prevention and care. Our access to editors, producers, and journalists ensured meaningful placements that reached wide and diverse audiences.
• Podcast Promotion: When BOCOC launched the “Join Us to Talk About Prostate Cancer” podcast in collaboration with Alpha Podcasts, we led its media rollout, crafting targeted press materials and securing media amplification for each episode. This initiative helped expand BOCOC’s presence in digital channels and contributed to a more open public conversation on men’s health.
• Awareness Campaign Activations: We maximised visibility during key awareness periods such as World Cancer Day, International Nurses Day, Men’s Health Week, Breast Cancer Awareness Month, and Movember. A comprehensive PR strategy, encompassing message development, media briefings, expert interviews, and TV appearances, was implemented to support each campaign. Especially for Movember, Purpose coordinated the involvement of the Minister of Health and secured national broadcast coverage. During the Centre’s groundbreaking ceremony, attended by the President of the Republic, we oversaw media coordination, ensuring a strong press presence, live reporting, and sustained post-event coverage. We also managed media visibility for ongoing initiatives such as blood donation drives and scientific conferences, further reinforcing BOCOC’s public health leadership.
• Social Media Amplification: As an integrated extension of our media relations plan, we curated and managed BOCOC’s social media presence, ensuring every key media moment was repurposed, shared, and amplified across digital platforms. This approach helped the Centre connect with younger audiences and extend the reach of its awareness messaging beyond traditional media.

• 25+ press releases issued and distributed throughout 2024, ensuring steady national visibility across 12 key campaigns and institutional milestones.
• 30+ national TV appearances secured for BOCOC experts and initiatives, including live broadcasts, interviews, and news features.
• 350+ media placements achieved across top-tier TV, radio, print, and digital outlets, driving widespread and sustained coverage.
• 550K+ EUR in total PR value generated, reflecting the scale and impact of the media relations programme.
• 10+ expert voices profiled across different platforms, positioning BOCOC’s medical professionals as the go-to spokespeople on cancer care and prevention.
• 6 major awareness campaigns activated through coordinated media plans—including World Cancer Day, International Nurses Day, Men’s Health Week, Breast Cancer Awareness Month, Movember, and BOCOC’s Groundbreaking Ceremony.