Excellence in Engagement through Multiple Channels (Digital and Traditional)

Summary of work

The last decade has been an exciting time in cancer research. Our understanding of the underlying biology of cancer has evolved, and we now know it is a disease of the genome – meaning, every cancer is unique and should be treated that way. Cancer genomic testing can play a critical role in identifying individuals with actionable molecular mutations, facilitating a personalised management approach for each patient based on their tumour’s molecular profile.

General awareness around the importance of testing at diagnosis is still low, so we developed #PutCancerToTheTest, a digital and social media campaign designed to promote conversation and drive cancer genomic testing as the standard of care. This culminated in a global media event featuring expert speakers across several disciplines to generate on-message coverage worldwide.

Combining engaging social media content with a unique tagline and hashtag, bespoke imagery, a patient video and affiliate materials, #PutCancerToTheTest generated >15 million impressions and >540k engagements online, with activities in six countries so far. 51 consumer, trade and medical publications (including 12 national television and radio broadcasters) attended the media event, resulting in ~30 articles in 15 countries. Together, these activities effectively communicated the importance of cancer genomic testing in the treatment pathway.

Judges' comments

#PutCancerToTheTest had a lot of potential and was a strong submission. It had good use of images and content with a clear stakeholder strategy.