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Cancer Awareness Campaign
Integrated Digital Campaign for Cancer Awareness Charity | 2016
Your Health Your Choice
Your Health Your Choice is a disease awareness campaign created for a leading cancer information and awareness Irish charity. The aim of ‘Your Health Your Choice' campaign was to make people aware that they can prevent 4 in 10 cancers if they made simple changes to their everyday lives: quit smoking; limit how much alcohol you drink; avoid too much sun exposure; eat a healthy diet and be a healthy weight; be physically active.
The Challenge
Our team and the charity created a fully integrated, multi-channel digital campaign to:
• drive traffic to the microsite
• increase awareness and educate people about the importance of lifestyle factors, specifically 4 key cancer risk reduction preventions with the use of video and infographics.
The main target audience was the general public with a focus on cancer survivors and young adults.
Strategy
A range of digital activities was implemented, including: a microsite, an animated video, Google Search and Banner Ads, Social Media Marketing, including Twitter and Facebook ads, Search Engine Optimization, Affiliate marketing and Email Marketing.
The microsite contained information about health choices ranging from quitting smoking to wearing adequate sun screen to reducing the amount of alcohol you drink. A downloadable infographic and a video were also created and made available on the site. All events were tracked including PDF downloads and video views.
SOCIAL MEDIA MARKETING
We created Facebook and Twitter website clicks and Video ads targeting Irish Males and Females from 18 to 65+ and Cancer pages and associations followers.
SEARCH ENGINE MARKETING
We set up Google Adwords Search and Display campaign. The Google Search campaign was set up on the charity's Google Grant account. The website was optimized for search engines.
Implementation
We displayed Banner advertising across female network websites including: Marie Claire, Celebs Now and Look magazine and male online magazines such as Golfnet, hoganstand.com/hurling, and irishrugby.ie
An email shot was sent out to the database of emails on file. Social Media campaigns were created across various platforms. We built a custom Facebook tab, similar to a mini-website on Facebook.
AFFILIATE MARKETING
We promoted Banner Ads across a network of Female and Male websites, including Marie Claire, InStyle, Now Magazine, Look, Digital Spy, irishrugby.ie, hoganstand.com, Golfnet etc. Banner ads and native content were also promoted on Campus.ie, targeting a younger audience
EMAIL MARKETING
We sent a follow up email to the charity's email database.
