Love theme at the heart of cancer effort

Fox Chase Cancer Center (FCCC) is nonprofit cancer treatment, research, and prevention institution.

Organization: Fox Chase Cancer Center (Philadelphia)
Campaign: Love Versus Cancer
Duration: February 2010 – ongoing
Budget: $30,000

Fox Chase Cancer Center (FCCC) is nonprofit cancer treatment, research, and prevention institution. Director of social networking communications Lisa Bailey says FCCC already had a presence on Facebook, Twitter, and YouTube, but senior leaders asked for a full online engagement campaign. Bailey's team built a program on the theme that love is a unifying element among people involved with cancer.

“Patients and their families and friends build a special relationship with us— and with each other,” she explains. “We wanted to build a campaign would be valuable to them. The word ‘love'…represents what we do when treating cancer patients. And love brings people together.”

Goals were to create an interactive website and increase social media following.

Strategy
The team created LoveVersusCancer.org  to allow visitors to interact and connect and to showcase the campaign theme and FCCC.

The team created a video to inspire viewers and highlight what's special about FCCC.

Internal communication got employees onboard. External communications included PSAs and social media outreach. Campaign information was also included in a monthly direct mail piece. The campaign launched February 8, the week before Valentines Day.

Tactics
From February 8 – 10, the Philadelphia Electric Company ran messaging across its building announcing the campaign. Employees were informed via newsletters, e-mails, and a blog.

The video, which featured FCCC's pet therapy dogs, patients, and employees, was posted on the website and FCCC's YouTube channel. The website also features free e-cards and allows visitors to post and share videos and thank you notes.

Bailey stresses that neither the campaign nor the website were created as fundraising vehicles, but a donation function was added to the website.

Branded buttons, wristbands, and magnets are given away to people who connected online and at various pre-planned FCCC events.  

Bailey promoted the wristbands on cancer-related Facebook pages. Campaign information was also posted on FCCC's Facebook and Twitter pages.

In addition, the team distributed broadcast PSAs and reached out to local health reporters.

Results
As of early June, Bailey reports 8,200 website visits and more than 10,000 video views. Both Twitter followers and Facebook fans increased (100% and 52%, respectively).

About 16,000 total wristbands, buttons, and magnets have been given away. Bailey adds that the direct mail piece raised more than $30,000, and the website has drawn $720 in donations.

Future
An upcoming e-mail newsletter will include audience stories gathered across channels and a call for reader feedback about what type of information is most useful to them. Another video is in the works.

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