The goal of the campaign was to focus on increasing the awareness of the American Cancer Society’s core area of focus: research, education, advocacy and service.
The American Cancer Society partnered with ATTN: to showcase what a “day in the life” looks like for patients, family members, social workers and healthcare workers and how the American Cancer Society supports them as they navigate through this difficult journey.
Through an interview diary-style series, we highlighted the day in the life of patients, loved ones, healthcare providers, social workers and more. We spotlighted how these support groups worked together to help support patients going through treatment and how the American Cancer Society helped the patient’s support system throughout recovery.
We achieved this goal through our interview-diary style Hero Videos and TikToks. We highlighted how the American Cancer Society’s work supports the patient and their loved ones, while also showing positive aspects of the patient’s life outside of treatment.
We made sure throughout the process that we were being compassionate and understanding to the survivors' experiences and their struggles. Cancer is an extremely difficult journey to navigate by oneself and the everyday person doesn’t have insight on what it’s like to go through this journey unless they’re going through it themselves. It was imperative that our videos helped articulate that the cancer patients, as well as their family and friends we interviewed – were able to overcome such hardships with a strong support system and the use of American Cancer Society’s resources.
Through conversation with patients and their support systems our videos were able to shed light on the importance of having a strong support system, as well as readily available resources such as the American Cancer Society. Our TikTok series also provided valuable insight and tips from a cancer patient, the friend of a cancer patient, and a nurse.
The campaign was a success with over 4M total views, over 10.3M impressions and over 168K engagement – surpassing all goals set for the campaign. Our Brand Study results were extremely positive. We saw lifts across most brand health and attribute metrics.
The campaign was well received, with 23% Love reactions, out-performing ATTN: branded benchmark by 1.2x. Our content elicited an emotional response from our viewers, who were supportive of our video subjects featured . Many took to the comments to share their own cancer experiences or experiences of family/loved ones.