Experimental: an exhibition to engage the public to lend support to patients; small-group patient events to engage patients and caregivers.
Owned: an education website as a content hub and provides a universal call to action across all communication channels'; leveraged partners’ social media channels to reach a wider audience.
Earned: research on lung cancer patients’ emotional challenges and endorsement from healthcare professionals drive earned media.
Paid: a paid media strategy to amplify communication assets and drive traffic to the website.
Result Overview
- Event Traffic: 20,000+; Postcard Sent: 2,100+; Event Photo Taken: 3,500+
- Website Traffic: 41,840+
- Sales Increase [2017 compared to 2016]: 129%
- Patient Engagement: 85%
- Article Published: ~65
Breathe. Each day we do it countless times without even knowing it. But for those living with lung cancer, each breath is a treasure - It is life. The latest medical developments are providing them with more time to spend with their beloved one.
And the logo features a dandelion, which in Chinese culture symbolizes a gift from loved ones and that life goes on.
An educational website in three languages that provides a one-stop shop for lung cancer information. Meanwhile, it provided a point of measurement for the campaign.
Development Process for Microsite
1. Research;
2. Content Gathering;
3. Wireframing;
4. Design and Development;
5. Content Publishing;
6. Platform Launch.
46% of Hong Kong’s population were engaged in a conversation of hope for lung cancer patients.
General Public: 852,655 potential audience reached through media stories, website and public events.
Informed Audience: Reached out more than 40,000 of lung cancer patients and their caregivers.