Event program type: Patient and General Public Education
Event/Program Title: LungCAN Social Media Image Campaign during Lung Cancer Awareness Month
Purpose of the support/program description: The Lung Cancer Action Network (LungCAN) is a collaborative group of lung cancer advocacy organizations who have come together to raise public awareness of the realities of lung cancer with the intention of increasing funding for detecting, treating and curing the disease.
In February 2013, LungCAN members agreed to identify areas of collaboration that would leverage our “strength in numbers” and achieve the greatest impact. One such area was the use of Social Media to educate the public about the facts of lung cancer.
With the group’s current Social Media efforts successfully managed by Social Strand Media, LungCAN has a ready platform to reach a growing number of constituents with targeted messaging through a social media image campaign.
A social media image campaign is a campaign in which fans, followers and friends are asked to participate by visually demonstrating their support for an organization or cause through adding a specific image or “badge” to their social media profile pictures. National Lung Cancer Partnership has had past success using badges to promote “Free to Breathe” events and Lung Cancer Awareness Month.
Campaign Description: Social Strand Media will run a competition through 99 Designs to create a “Lung Cancer Awareness Month” badge using PicBadges/Twibbon (http://www.picbadges.com/ and http://twibbon.com/). The winning entry will be promoted through a social media push, and LungCAN followers will be encouraged to post the badge to their profile picture to broadcast their support to friends and family.
Social Strand Media will create a landing page for the campaign on the LungCAN site, as well as disseminate campaign guidelines and suggested text (posts, outreach, etc.) to all LungCAN organizations. In addition, Social Strand Media will develop press releases, purchase Facebook ads and manage the campaign during the month of November. Participating member organizations will help promote the campaign through their own communications channels and by notifying key influencers.
Intended Audience: This campaign is targeted at lung cancer patients and their families, caregivers, survivors, and the general public. Its aim is to offer this audience a tool to show their support of lung cancer issues, engage friends and raise awareness during Lung Cancer Awareness Month. The campaign will promote a new level of constituent interaction with LungCAN and its member organizations.
Method of measuring program success: We will measure results through a variety of metrics, including: referral drill downs in our site stats; mentions on blogs and in media; real-time Facebook advertising results, Facebook “likes” and comments on content, clickthroughs to the LungCAN website and to member sites, and the number of LungCAN users who have added the badge to their profiles. We will request additional campaign results from participating member organizations.
Overall Campaign Considerations: This type of campaign would be a cost-effective way to gauge interest and participation in a united LungCAN campaign. Conducting a social media image campaign for Lung Cancer Awareness Month would allow LungCAN to foster collaboration among member organizations while not de-prioritizing any individual organization’s campaigns or messages.
Please see the LungCAN website for more information about the organization: http://www.LungCAN.org.