Faslodex, a new type of endocrine therapy for advanced breast cancer, was developed by AstraZeneca (AZ), a major, global pharmaceutical company. In 2015, China Women’s Development Foundation (CWDF) launched a charity project to help terminal patients reduce their economic burden with free medicine donated by AZ. RF Thunder was responsible for the entire communications plan, media management and the launch press conference. In 2016, RF Thunder was also responsible for the project’s anniversary event and the strategic agreement signing ceremony at the press conference between CWDF and AZ to announce further cost assistance. The event opened with a compelling, story-sharing video of three patients and was followed by lectures from prominent breast cancer experts. Through a series of media interviews in key provinces/cities, RF Thunder leveraged these expert resources and patient stories to bolster AZ’s appeal for Faslodex’s inclusion in the National Drug Reimbursement List (NDR List) and Provincial Drug Reimbursement List (PDRList). By the end of 2016, the campaign had generated more than 70 original media reports and 300 pickups and engaged officials, as well as general and healthcare media, expanding the charity program’s awareness and influence among physicians, patients and their relatives. By 2016 year-end, Faslodex was added to the PDRList in Beijing, Shanghai, Guangzhou, Chengdu, Qingdao and Taiyuan,`while it went under review for the NDR List.