Case Study

Project Overview 

The fight for cancer has been something the world has been dealing with for centuries. While scientists have found ways to combat it, for example chemotherapy, there isn’t a definitive cure. There are many innovators trying to come up with new treatments, solutions and cures for cancer, but the number one thing they face is the lack of funds necessary to do this. Music Beats Cancer, formerly known as Sound Affects, is a charitable (501c3) crowdfunding platform created with the intentions of helping these innovators access badly needed funds through the charitable donations of the crowd. Music Beats Cancer strategically partners with emerging musical artists to help raise funds and awareness.

They want more people to visit the Music Beats Cancer website and make a donation to an active cancer-fighting campaign that inspires them. Monies raised from Music Beats Cancer partnered artists support our Community Mega Fund, a fund dedicated to matching the crowd, dollar for dollar. They hope to raise awareness and also inspire new artists to get involved with the organization to raise money as well.

The Problem 

Dr. Mona Jhaveri, Founder and Director of Music Beats Cancer, started her career as a cancer researcher and moved into the biotech industry where she quickly realized that fundraising is extremely difficult, if not impossible over time. After receiving her doctoral degree in biochemistry, she went on to do postdoctoral training at the National Cancer Institute(NCI) where she made a discovery in the lab that could help treat ovarian cancer, one of the deadliest cancers for women worldwide. After accessing the patent rights to the technology from the NCI, she launched a biotech start-up company, Foligo Therapeutics Inc., as an effort to continue developing the technology. Over time, fundraising for Foligo became extremely difficult and the company, along with its technology for fighting ovarian cancer, succumbed to the ”Valley of Death” – A metaphorical place where great ideas go to die because they lack the critical funds to move forward. As a consequence, the Valley of Death impedes progress in reducing the enormous cancer burden the world is facing today, yet the public is unaware. This loss of Foligo, inspired Dr. Jhaveri to launch Music Beats Cancer as a way to support biotech entrepreneurs who are working on cancer-fighting technologies that are at risk of disappearing into the Valley of Death simply because they lack the needed funds.

The Strategy 

We presented Mona as a thought leader in the war on cancer. We used her passion and expertise to educate people about the “Valley of Death” and the research being done to help find treatments for types on cancer. We also decided to connect with all of the artists that have teamed up with MBC and told their stories. This garners substantial media in their respective cities. We also utilized the biotech companies fundraising through MBC. We connected with those scientists and leaders to tell their stories and educate the public about what exactly they are raising money for. MBC has such a wide reach because not only are they a non-profit organization but they incorporate health and music. This allows us to reach an audience much broader than expected.

Business Impact (results) 

Mona has seen an increase in funds raised on her crowdfunding website for biotech companies doing research. She has also had the opportunity to share her story across the nation which has reached more musicians to get involved.

Danielle Credeur

Danielle Credeur

Danielle has been a broadcast journalist for over a decade, working for NBC affiliates across the nation and currently a CNN journalist. When she’s not working you can catch her enjoying the Florida beaches with her family.
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Danielle Credeur

Danielle Credeur

Danielle has been a broadcast journalist for over a decade, working for NBC affiliates across the nation and currently a CNN journalist. When she’s not working you can catch her enjoying the Florida beaches with her family.

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