Cancer Research Institute (CRI), established in 1953, is the world's leading nonprofit organization dedicated to transforming cancer patient care by advancing scientific efforts to cure all cancers through the power of immunotherapy. Our #WearWhite Day goal was to raise awareness about the cutting-edge, new cancer treatment—immunotherapy, which can lead to cures for cancer. One of the main reasons this type of awareness is needed: cancer patients and doctors are unfamiliar with this treatment. That's why the photography of this campaign shows the various faces that are driving cancer immunotherapy research forward including scientists, patients, donors, and those connected to cancer.
Create and execute a campaign that echoed the determination, hope, and future breakthroughs of the cancer immunotherapy field. The expressions of the models (fellow CRI staff members and scientists) were purposefully serious to further highlight the intensity of cancer research. The copy on each asset was created with the intent to motivate others to participate and express the many ways people are connected to cancer. Each Tweet, Facebook and Instagram post was published to encourage others to participate on the main day. Having that participation would highlight everyone working for one cause: a future immune to cancer.
On June 16 we peaked at over 2.6 million organic impressions on Twitter alone thanks to our partners, followers, cancer patients, and participants which included Robin Roberts, Bristol-Myers Squibb, and Amgen. Other influencers including Stand Up to Cancer, Medicare, and Zero Prostate Cancer raised awareness in the days prior to our main event.
36 pieces published on CRI social media channels that reached 215.5K people & 301.5K impressions
2.6 million impressions on June 16
Over 3 million impressions total
Participation from Influencers:
Stand Up to Cancer: https://twitter.com/SU2C/status/874760618884059136
Robin Roberts: https://www.instagram.com/p/BVZboYOlm1m/
Dr. James Allison (TIME's 2017 100 Most influential): https://www.instagram.com/p/BUfQp_hDbji/
Bristol-Myers Squibb: https://twitter.com/bmsnews/status/875797638850936832
Zero Prostate Cancer: https://twitter.com/ZEROCancer/status/875739367821766658