A Breath of Hope - Living with Lung Cancer

The first disease awareness programme in Hong Kong that used a mix of online and offline channels across earned, owned and paid media as well as experimental activation to reach target audiences over a 9-month period.

Featured

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

Campaign Creative

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.

Content Hub

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.

Media Stories

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.

How the Event Activation Works?

A unique outdoor event was designed for the campaign launch to drive pedestrians to join and support lung cancer patients and their family. From sending a themed postcard and share a taken photo by our photo booths were fund raising for the charity group to continue support the long-term medical research.

AstraZeneca - A Breath of Hope - Event Activation

Pick a Theme

Taking photos with a custom design photo booth experience with varies green screen supported photo effect.

Video Wall

Video walls were built in two sides of the booth to display the number of photo taken, user photos and animation of new lung cancer treatment.

Click to Print

Select your favourite photo at the counter and self-serve to complete the photo printing.

Await the Printout

Get better understand about new cancer treatment while awaiting for the printout.

Save the Photo

Obtain a soft-copy photo by scanning the QR code with your mobile phone.

Share to Social

Meanwhile, share your photo to Facebook by only one click.

Get the Gift

Get your beautiful photo and our appreciation for your involvement of the donation.

Share Your Love

Write a personalized postcard to send to your friend and friends.

Client: AstraZeneca Hong Kong Limited | Employer: Edelman Public Relations Worldwide (HK) Ltd | Project Completion Date: 2017