This new business endeavor had specific aims. To encourage conversation about Complex Chronic Disease – the suffering of 2 or 3 life threatening illnesses at once. And to position Bridgepoint as experts in the field to help raise money expansion. (Before we could ask for money, we needed people aware of the problem.) This campaign, got people talking, earned a bunch of media coverage and started conversations at fund-raisers. A microsite and print ads gave details. Before long, everybody knew all about Osteocanceritis. Multi-media campaign.