THE BRIEF

In a world-first, a four year old West Australian girl was reinfused with her own umbilical cord blood to determine whether it can delay or prevent the onset of type 1 diabetes. Conducted as part of a clinical trial being run out of the Kids Research Institute at The Children’s Hospital at Westmead, Cube was tasked to highlight this remarkable milestone, two years after the trial commenced.

Currently Australia has one of the highest rates of type 1 diabetes in the world with approximately 130,000 people living with the condition, which currently has no prevention or cure.

The CoRD study is aimed at high-risk children (those who have a close relative with type 1 diabetes), who have their cord blood stored with the private cord blood bank, Cell Care. Cord blood infusions have been used as a possible treatment in children who have already developed type 1 diabetes but not as yet in children who are at high risk of developing the condition.

THE RESULT

Partnering with The Children’s Hospital at Westmead and Cell Care, an exclusive interview and photo opportunity on the day of the world-first reinfusion was offered to Amy Corderoy, Health Editor at the Sydney Morning Herald. The interview and photo with the family was successfully executed and syndicated nationally appearing in the Sydney Morning Herald (online and print), The Age, Brisbane Times, Canberra Times, WA Today and The Guardian.

Once the family returned to their home in Perth, outreach was conducted to the Medical Editor of the West Australian, Cathy O’Leary, with the interview featured in their widely read Saturday edition.

As a result, the story was then picked up nationally on Channel 10 News and also featured on Weekend Today and Today Tonight (Western Australia and South Australia).