Rolling-out a campaign to visually demonstrate the importance of regular cancer screening was step one. This included a campaign and collateral. The step that drove it home was the social component: a series of Facebook ads. We intentionally used Facebook because the target demographic uses Facebook more than any other social network (by over 20%).
When it comes to lung disease, while rates of cancer diagnoses and cancer deaths continue to decline each year, the number of new cases and deaths is going up. That’s why we partnered with Genetech—to raise awareness.
Utilizing Facebook to reach an over-30 demographic works well for brands and initiatives seeking conversion and views. The more advocacy and awareness focused the message, the better for sharing. So we focused our messaging to be awareness driven and informative while preserving some of the most essential branding elements from the campaign.