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URL: http://www.cancerresearchuk.org
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Key Industries:
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Charities
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Entertainment & Leisure
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Internet
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Key Sectors:
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Design & Build
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mobile
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Social Media
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User Generated Content
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Viral Marketing
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Cancer Research UK
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Brief
With research revealing that Melanoma skin cancer is the most common cancer in young people aged 15-34, Cancer Research UK want young people to think twice before going out and about this summer without sun protection.
With much of Cancer Research UK’s young target audience online and web savvy, they appointed full service digital agency – Tangent One (www.tangentone.co.uk) - to devise an online campaign to drive awareness of the danger of exposure to the sun during the summer holiday season.
Strategy
To motivate young people to make a public pledge/commitment to themselves, friends and family on the iPledge website (www.my-ipledge.co.uk) to actively take steps to protect their skin from sunburn when out and about this summer.
iPledge is a new initiative for 2009 that has been developed as part of Cancer Research UK's SunSmart skin cancer awareness campaign.
The campaign, funded by the UK Health Departments and run by Cancer Research UK, provides evidence-based information about skin cancer and sun protection for the public and health professionals.
Execution
Tangent One created a user friendly iPledge website which includes a variety of features, including Facebook Connect, which allows iPledge users to connect to their Facebook social universe – including millions of Cancer Research’s target audience of young adults in the UK.
To maximise participation in the iPledge campaign, members of Facebook have the opportunity to earn virtual points each time they make and reveal they have successfully completed a pledge, and through recommending friends and family to make pledges.
Those who accumulate over 500 points in a month are entered into a prize draw where they have the opportunity to win a range of SunSmart merchandise and a 4GB iPod Shuffle.
Dynamic SMS and email messages are sent to individuals to remind them to keep their pledge, for example, just before they head off on holiday. They also receive regular enewsletters with information about protecting their skin and campaign news.
Results
With the campaign in progress until the end of September 2009, the results will be uploaded upon its conclusion.
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