Eisai launched the One Liver to Love campaign in June 2022 to help raise awareness of liver disease and liver cancer and to foster a community for people affected by liver cancer. It was developed in collaboration with Blue Faery and Global Liver Institute (GLI), two patient- advocacy organizations that provide educational resources and support services to the liver cancer community. To build on the success of the campaign and extend its reach, we looked to work with social influencers with direct and relevant personal experience with liver cancer to drive awareness of One Liver to Love campaign initiatives.
We identified Bruce Bower on TikTok as an influencer who would be a great fit to collaborate with on the One Liver to Love campaign. When we first met him, he was living with hepatocellular carcinoma (HCC) and documenting his journey from diagnosis through surgeries, treatment and more on TikTok with a large following and a high level of engagement on his posts. When we connected with him and explained what we were hoping to achieve, he was excited and eager to partner with One Liver to Love. From there, we provided him with some suggested topics for TikTok videos, and we gave him free rein to speak on them as he saw fit with his personality and TikTok style. Through heartfelt videos, Bruce shared his experiences of living with HCC one moment at a time. He courageously spoke about why it’s important to have open communication about your disease in order to receive appropriate treatment. In another TikTok video, Bruce opened up about his beloved wife and care partner, Elena. He expressed his excitement about sharing the One Liver to Love message on TikTok in hopes that anyone who might be in need of resources knew where to reach them.
The TikTok videos Bruce posted in collaboration with One Liver to Love received 26,378 total views without any media spend, and all organic performance. His three TikTok videos also generated:
Several months after his videos were published, Bruce unfortunately lost his fight with liver cancer. Bruce was such a strong and open-hearted advocate. Our hope is for his story and inspiring words to live on forever through his wife, Elena, his social media presence, the work he did with the One Liver to Love campaign and in the hearts of the lives he touched.
