Client Goal:
In preparation for the 2022 World Cancer Day commemoration, 54gene wanted to raise awareness about the lack of cancer research in Africa and its detrimental effects. They also aimed to educate the public about their ongoing efforts to close the data and healthcare gaps in cancer research and care, particularly on the continent.

My Contribution:
I proposed a campaign strategy that would involve department heads sharing insights about the impact of 54gene’s research on cancer care in Africa and globally. Recognizing the over-saturation of traditional flyer content on social media, I suggested leveraging audio content to make the message more personal, engaging, and easily understood. By using simple language, we aimed to reach a broader audience and create a deeper connection to the cause.

The Result:
The campaign effectively cut through the noise on social media, with audio content resulting in a 68% increase in engagement compared to previous posts. The personal tone resonated with the audience, increasing awareness of the gaps in cancer research in Africa and highlighting 54gene’s commitment to addressing these issues. The content also helped build stronger public support for the company’s efforts in transforming cancer care.