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Excellence in Digital Communications - Consumer Health

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Finalist

Beatbox Cough

by Pegasus for Boehringer Ingelheim & Roy Castle Lung Cancer Foundation


Summary of work

Pegasus was appointed to produce a stand-alone piece of digital content on behalf of Boehringer Ingelheim and the Roy Castle Lung Cancer Foundation which would reach and educate a wide-ranging audience on the signs and symptoms of lung cancer.

The campaign, which ran during Lung Cancer Awareness Month, filmed World-Champion beat-boxers carrying out a flash-mob on the London Underground to highlight that sometimes a cough is not just a cough and communicate the benefits of early diagnosis.

Footage of the flash-mob was hosted on YouTube and shared via social media using the hash tag #beatboxcough, with outreach to high-profile influencers ie the British Lung Foundation and Lung Cancer Alliance, encouraging them to share the story with their own followers. Targeted online seeding was also carried out to reach people who had recently searched for information about a ‘persistent cough’, encouraging them to visit their doctor straightaway.

The video secured 102,313 views, reached 864,000 people via social media and caused a 286% increase in traffic to the signs and symptoms section of the Roy Castle Lung Cancer Foundation website. Follow-up research confirmed that the project helped drive action as well as awareness to aid earlier diagnosis and ultimately save lives.

Judges' comments

We loved the creativity and approach of Beatbox Cough and its use of targeted online ‘seeding’ was really interesting. The campaign enabled conversions to the charity partner and managed to bring something different to a flash-mob concept.


Winner

Make Them Pay - by Cancer Research UK


Finalists

#Savethemale - raising awareness and money to prevent male suicide - by Hanover Communications for CALM, Campaign Against Living Miserably

Beatbox Cough - by Pegasus for Boehringer Ingelheim & Roy Castle Lung Cancer Foundation


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