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Charitable Campaign of the Year

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Finalist

Follow My Lead

by Virgo Health for Roy Castle Lung Cancer Foundation


Summary of work

Imagine living with lung cancer. Now imagine being asked if you smoked. Do you deserve to die if you did? Every day lung cancer patients face remarks that hurt. Drawing on real-life patient experiences, we identified a universally relatable patient insight that people often feel nervous and uncomfortable when speaking to someone living with cancer. To help change people’s perception and behaviour towards lung cancer patients, we created a humorous social media-first campaign to address the awkwardness, and support family and friends when talking to loved ones with lung cancer. Collaborating with a stand-up comedian might not be the obvious choice, but with doubled social engagement rates, an earned collaboration with TFL and a Sky News Twitter debate, the decision paid off and created the Foundation’s ‘best campaign yet.’

Judges' comments

The Follow My Lead campaign had a brave use of humour, based on insights. It had great coverage, changed perceptions and challenged stigma. The judges look forward to seeing the wider impact of this campaign.


Winner


Finalists

Embracing Complexity: Towards New Approaches for Supporting People with Neurodevelopmental Conditions - by JPA Health for Autistica

Stop MS Appeal - by MS Society

I Will Survive Brand Campaign Launch 2019 - by Ovarian Cancer Action

Follow My Lead - by Virgo Health for Roy Castle Lung Cancer Foundation


Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243