Blood cancer is the third biggest cancer killer in the UK, claiming more lives than breast and prostate cancer and impacting 24,000 adults and children every year. However, 96% of the public are unaware of its prevalence.
The client challenged us to develop an interactive experience to drive awareness. To cut through the noise we knew we had to create an emotive, relevant message and easy to implement call to action.
We developed an engaging, interactive installation, which formed the basis of a hard-hitting campaign during blood cancer awareness month. This is how we did it:
During blood cancer awareness month, our installation reached 1.9 million people. More than 34 million people were also reached via social media (Facebook, Twitter and Instagram).
The campaign was a success, with 13,092 pledges of support via the ‘big red button’ at the display locations. Website traffic to the microsite also increased five-fold when compared to the previous year.
The installation garnered national media attention with more than 240 news items covering the campaign and raising awareness about blood cancer across the country.
The creativity and strength of the patient voices made sure this campaign had maximum impact.
Head of Haematology UK
The landscape of healthcare has changed. So have we.