The campaign was delivered in two phases. The first phase ran for approximately one month, from mid-July to mid-August 2026. The second phase began on 23 September 2026 and included around two weeks of radio activity followed by two weeks of digital outreach. 

The campaign was supported by a dedicated content hub on the association’s website, bringing together clear information about myeloma and current treatment options, personal stories from patients, and expert insights from physicians. Topics covered included shared decision-making, tailoring treatment to individual patient needs, and recent developments in myeloma care.

As part of the initiative, AMEN also organised a series of webinars for patients and their families. These sessions provided opportunities to learn more about myeloma, ask questions and gain a deeper understanding of the issues that matter most to them. The association believes that access to reliable and accessible information helps patients become more active partners in managing their disease.

AMEN’s work reflects MPE’s commitment to patient-centred care and shared decision-making. During a busy month that also includes Blood Cancer Awareness Month and European Myeloma Day, initiatives such as “Changing Direction” help raise awareness of myeloma while empowering patients to play an informed role in decisions about their treatment and care.