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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

#WearWhite Day - For a Future Immune to Cancer

Entered in Public Health

About this entry

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.

Why does this entry deserve to win?

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:

Robin Roberts:

Dr. James Allison (TIME's 2017 100 Most influential):


Bristol-Myers Squibb:

Zero Prostate Cancer:


Entrant Company / Organization Name

Cancer Research Institute