‘Rooted in Resilience’ campaign includes immersive show garden at Bord Bia Bloom to increase awareness of Multiple Myeloma and the patient journey.

Multiple Myeloma Ireland (MMI), the only charitable organisation in Ireland focused primarily on Multiple Myeloma, has officially launched its ‘Rooted in Resilience’ awareness campaign during Myeloma Awareness Month and ahead of World Myeloma Day, Thursday 26th March.

Although Multiple Myeloma, an incurable blood cancer, accounts for only 1% of all cancers, it is the second most common blood cancer in Ireland. It has life altering implications for the estimated thousands of people living with the condition across Ireland.

Many individuals with multiple myeloma may have up to 30% abnormal plasma cells in their bone marrow and high abnormal proteins levels without clear physical symptoms, contributing to delayed detection.

In Ireland, approximately 3,000 people are currently living with Multiple Myeloma, with around 380 new cases diagnosed each year and 170 deaths annually.

Thanks to advances in treatment, the five-year survival rate has risen to 67%, yet the incidence of myeloma is projected to grow significantly, with a 44% increase in cases expected by 2030, rising to more than 500 diagnoses per year.

The purpose of this new campaign – which includes an immersive show garden at this year’s Bord Bia Bloom festival – is to build awareness for Multiple Myeloma and its symptoms to prompt people to go to their GP to seek early diagnosis and treatment.

Commenting on the launch, Brian Melaugh, Board Member of Multiple Myeloma Ireland and a myeloma patient said:

“World Myeloma Day is an important opportunity to highlight a disease that remains far less understood than it should be. The ‘Rooted in Resilience’ campaign we are launching today and our show garden at Bloom focus on the shared experience of people living with myeloma to drive awareness for a disease that is on the increase with 380 new cases diagnosed every year.

We hope this campaign will help more people understand what myeloma is, recognise its signs sooner, and feel confident reaching out for support when they need it.”

Inspired by the emotional and physical journey of people living with Multiple Myeloma, the ‘Rooted in Resilience’ show garden at Bloom, will bring to life the stages that individuals experience from diagnosis through treatment and beyond. The installation, designed by award-winning garden designer David Negus, aims to serve as a catalyst for public awareness, early recognition of symptoms, and greater support for the patient community. Multiple Myeloma Ireland hope the garden serves as a place for reflection, support, and community to link in with the ethos of the organisation.

Key symptoms to look out for:

Common symptoms such as fatigue, easily broken bones, recurring infections, bone pain and back pain are nonspecific and easily overlooked. As a result, myeloma is frequently diagnosed by chance during routine blood tests, and early diagnosis remains one of the most significant barriers to improving patient outcomes. (see notes to editor for a detailed list of symptoms)

Professor Paul Browne, Chair, Multiple Myeloma Ireland and Professor of Haematology at Trinity College Dublin, emphasised the need for early diagnosis:

“For people living with Multiple Myeloma, timely diagnosis and access to high‑quality, personalised care can make a profound difference to their quality of life. In recent years, we have made significant progress in Ireland, with new therapies, improved treatment pathways and a strong national focus on patient support. Yet awareness remains one of our greatest challenges”.

Professor Browne added; “Many patients experience symptoms for months before the disease is recognised. That is why initiatives like ‘Rooted in Resilience’ are so important – they help the public understand the signs of myeloma and encourage earlier conversations with healthcare professionals. By working together, we can continue to improve outcomes and ensure that every patient receives the specialist care they need at every stage of their journey.”

In addition to the roll out of this national awareness campaign and a dedicated show garden at Bloom, Multiple Myeloma Ireland has established a new counselling programme for patients and their families. This dedicated programme, funded by donations, will be available in person in Dublin and via online sessions for patients around the country. It is designed to bolster resilience for patients and their families to help them navigate what can be difficult journey from diagnosis to treatment, remission and re-occurrence of the disease.

Multiple Myeloma Ireland also drive initiatives such as the Myeloma Diagnosis Pathway for GPs, grant aid for specialised haematology nurses and funding for research projects in partnership with Trinity College Dublin, Royal College of Surgeons Ireland and Maynooth University. 

Multiple Myeloma Ireland is inviting the public to support the ‘Rooted in Resilience’ campaign by visiting the show garden at Bord Bia Bloom, Phoenix Park, Dublin, from Thursday 28th May to Monday 1st June 2026 over the June Bank Holiday weekend. The garden, which is being created with support from Johnston and Johnston, GSK, and Amgen in Ireland, will host members of the Multiple Myeloma Ireland team over the five days of the festival who will answer questions and provide information about myeloma, diagnosis, treatment pathways, and support services.

To learn more about Multiple Myeloma and the supports available from Multiple Myeloma Ireland visit: https://www.multiplemyelomaireland.org/