Looking up: Know AML's World Awareness Day 2026 campaign reached new global heights
April 27, 2026
A global moment for the AML community
On April 21, 2026, Know AML proudly marked AML World Awareness Day with its Looking up campaign — a global initiative designed to improve understanding of acute myeloid leukemia (AML), support patients and caregivers at every stage of the journey, and unite the community in raising awareness.
An interactive experience at the heart of the campaign
Central to the campaign was the launch of an interactive webpage, guiding visitors through signs and symptoms, diagnosis, treatment options, clinical trials, and survivorship. Complementing this were expert-led videos covering more than 10 key topics, alongside a downloadable journal resource that invited patients to reflect on their personal experiences and, if they felt comfortable, share them publicly.
In the lead-up to the day, four global briefing calls were held throughout March to engage the Know AML community across different time zones and ensure everyone knew how to get involved.
A truly global impact
The campaign saw extraordinary reach and engagement on the day itself:
- 15,925 website page views
- 127 countries reached
- 123,730 Facebook content reach
- 872,569 accounts reached overall
- 2,259 LinkedIn impressions and 4,010 X impressions
Year-on-year growth was equally impressive, with a 22% increase in website users, a 25% increase in page views, and a remarkable 470% increase in Facebook content reach compared to 2025.
Measurable educational outcomes
Post-campaign survey results confirmed the educational impact, with 100% of respondents reporting confidence in identifying AML signs and symptoms, understanding treatment options, and recognizing the differences between chemotherapy and targeted therapies.
We're incredibly proud of what the Know AML community achieved together — and grateful to every patient, caregiver, and advocate who looked up with us.
Thank you to our official sponsors, Thermo Fisher Scientific, Kura Oncology, and Sumitomo Pharma. All content was developed by SES in collaboration with an expert ambassador group. Sponsors were allowed no influence.
