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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 launched by a prominent Irish charity focused on cancer information and awareness. The campaign emphasizes that individuals can prevent 40% of cancers by making simple lifestyle adjustments: quitting smoking, moderating alcohol consumption, minimizing sun exposure, adopting a healthy diet, and maintaining a healthy weight.
The Challenge
Our team collaborated with the charity to develop a fully integrated, multi-channel digital campaign with the following objectives:
• Drive traffic to the campaign microsite.
• Increase awareness and educate the public about the critical role of lifestyle choices in reducing cancer risks, using engaging video content and informative infographics.
The primary audience includes the general public, with a special focus on cancer survivors and young adults.
Strategy
We executed a comprehensive digital strategy that encompassed:
• Development of a dedicated microsite featuring detailed advice on health choices, from smoking cessation to sun protection, supported by a downloadable infographic and informative video content.
• Implementation of Google Search and Banner Ads, Social Media Marketing (including targeted campaigns on Twitter and Facebook), Search Engine Optimization, Affiliate Marketing, and Email Marketing.
• Rigorous tracking of user interactions such as PDF downloads and video views through Google Analytics.
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
• Banner advertisements were strategically placed on prominent websites like Marie Claire, Celebs Now, Golfnet, hoganstand.com/hurling, and irishrugby.ie to reach targeted audiences.
• A targeted email campaign was launched to reach our existing database.
• Customized social media campaigns were rolled out across multiple platforms, including the creation of a bespoke Facebook tab resembling a mini-website.
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.
