The Challenge: Limited Access to Breast Reconstruction in Latvia

Since 2009, the National Health Service of the Republic of Latvia had significantly reduced funding for post-mastectomy breast reconstruction, leaving many women with limited access to reconstructive surgery.

Medical professionals and patient organizations had been advocating for the restoration of the state-funded breast reconstruction programme.

For Latvian women after mastectomy, the consequences extended beyond physical recovery. Many faced emotional, psychological and physical difficulties, including depression, insecurity, anxiety about their femininity and back pain. Everyday situations such as going to a swimming pool or beach could also become a source of anxiety and affect quality of life after mastectomy.

The Microsurgery Centre of Latvia Launched a Charity Initiative

The Microsurgery Centre of Latvia, an Adore Digital client, is a highly reputable and recognized medical institution providing reconstructive, microsurgery and aesthetic surgery services to patients from the Baltic States and across Europe.

Breast reconstruction is one of the Centre’s key services. Its surgeons are among the specialists in Latvia and the wider region able to reconstruct breasts not only with implants, but also using the patient’s own tissue, including pedicled and free flaps.

In 2020, to mark its 35th anniversary, the Microsurgery Centre supported the women’s community by organizing a charity campaign providing breast reconstruction surgery to seven women in Latvia free of charge.

The Campaign: From Patient Applications to Public Advocacy

Adore Digital’s task was to launch a PR campaign and generate applications from women who could then be assessed for suitability for breast reconstruction surgery based on their health condition and medical history.

The campaign had two connected objectives: to find suitable candidates for the seven free breast reconstruction surgeries and to bring wider public attention to the limited availability of post-mastectomy breast reconstruction in Latvia.

108 Applications in 30 Days

Within 30 days, the campaign generated 108 applications.

Beyond identifying candidates for surgery, the campaign was designed to bring the issue into the public conversation and encourage political action to restore Latvia’s state-funded breast reconstruction programme.

The campaign brought together doctors, patient organizations, NGOs, patients, the media and the wider public around a shared objective – making breast reconstruction accessible again to women after mastectomy.

13,427 People Supported the Petition

The campaign helped mobilize public support for restoring state-funded breast reconstruction, with 13,427 people voting for the petition on ManaBalss.lv.

The result was achieved through the joint efforts of doctors, public and patient organizations, the media, patients and the wider community, supported by Adore Digital’s campaign work.

The petition gave members of the public a direct way to support the initiative and helped maintain attention on the issue beyond the initial charity campaign.

The Strategy: PR, Patient Stories and Digital Advertising

The campaign combined patient stories, medical expertise, media relations, public advocacy and digital advertising to communicate the importance of restoring breast reconstruction funding.

20 Videos in Three Languages and 5 Promotional Clips

A total of 20 videos in three different languages were created for the campaign, featuring patients’ stories and doctors’ perspectives.

In addition, five promotional video clips were produced to extend the campaign’s reach and support its communications across digital channels.

Press, Radio and Television Coverage

Adore Digital managed publications and appearances across press, radio and television, involving doctors and representatives of patient organizations.

Together with NGOs, a round-table discussion with the Ombudsman of Latvia was also organized.

Digital advertising provided additional reach and helped generate votes in support of the petition to restart the state-funded breast reconstruction programme.

The Result: Latvia Restored the Programme in January 2022

Latvia’s state-funded breast reconstruction programme was re-established in January 2022 following the combined advocacy efforts of doctors, patient organizations, NGOs, patients, the media and the wider community.

The campaign contributed to this wider effort by bringing the issue into public discussion, generating applications from women affected by the lack of access to reconstruction, amplifying patient and medical voices, and mobilizing support for the petition.

Key Campaign Results

• 108 applications in 30 days
• 13,427 petition votes
• 20 videos in three languages
• 5 promotional video clips
• Press, radio and television coverage
• Round-table discussion with the Ombudsman of Latvia
• Digital advertising supporting the petition
• State-funded breast reconstruction programme re-established in January 2022

The patients, doctors and community expressed gratitude for Adore Digital’s involvement, while the campaign became an important example for the agency of how professional healthcare communications can contribute to a meaningful social outcome.

For the Adore Digital team, working on a social PR campaign that helped improve people’s lives brought both professional and empathetic fulfilment.

Healthcare PR Can Turn Awareness Into Measurable Action

This campaign demonstrates how healthcare PR can connect medical expertise, patient experiences, media coverage, public organizations and digital advertising around a specific healthcare issue.

For healthcare organizations working to bring an under-recognized patient issue into the public conversation, Adore Digital develops PR and digital campaigns that connect expert voices, patient stories, media relations and measurable public engagement.

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