🧬 FUELLING AWARENESS: Empowering Cancer Prevention with #MakeItMakeSense

We crafted engaging social media brand narratives to kindle head and neck cancer awareness.

🏁 The challenge

In a landscape where head and neck cancers often lack public attention, we partnered with one of the largest pharmaceutical companies in the world - Merck Group - which funds the Head and Neck Cancer Society of Turkey, the national chapter of the European Head and Neck Cancer Society, to reignite awareness through their dormant Instagram account. Our challenge was to craft a compelling campaign to educate and engage audiences effectively.

🔬 The insight

Recognising the untapped potential of social media, we delved into research to identify key pain points and opportunities. Our insight led us to develop a strategy focused on delivering impactful messaging and visually appealing content to drive awareness.

📊 The answer

Collaborating closely with Merck Group’s corporate communication and oncology departments, we formulated a comprehensive plan from strategy to execution. Our campaign culminated in the implementation of a multi-faceted approach during cancer awareness week, utilising a mix of Instagram posts and Stories to maximise reach and impact.

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🚀 A social media strategy for impactful campaign execution

• Campaign ideation and development: Collaborating with Merck's oncology department to create compelling campaign themes and messages.
• Research and analysis: Conducting in-depth research to identify relevant hashtags, keywords, and target demographics for precise audience engagement.
• Copywriting and design: Crafting clear and concise copy and designing visually appealing social media assets to effectively communicate the campaign message.
• Strategic planning and implementation: Strategically scheduling and executing the campaign during cancer awareness week through a mix of Instagram posts and stories to maximise impact.

📈 ‍Translating science into engaging narratives

Our approach involved translating complex scientific language into accessible and engaging content. By distilling intricate information into bite-sized formats, we made critical health topics relatable and understandable to a broader audience. 

📢 From education to amplification

The campaign ignited vibrant engagement, attracting a surge of new followers, raising awareness around various head and neck cancers and fostering meaningful discussion around early diagnosis and prevention. 

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💡 The Impact‍

#MakeItMakeSense acted as a catalyst for crucial conversations, underscoring our commitment to leverage social media for impactful awareness initiatives. 

Despite the account's prior inactivity, we observed a significant surge in engagement and followers. The success of our collaboration prompted the foundation to entrust us with their 2023 strategy development.