7 December 2011 - 11:28am | posted by | 0 comments

How ‘Dear 16-year-old Me’ video campaign for melanoma awareness reached audience of millions

This case study outlines the video strategy behind a campaign to raise awareness of Melanoma. The campaign was delivered by Evidently for the David Cornfield Melanoma Fund.

This article gives an insight into the video strategy used to spread awareness of the skin cancer, which is usually fatal if not spotted early. The campaign objectives from the David Cornfield Melanoma Fund are:

  • Educating people as to what melanoma is
  • How to spot it
  • Persuading people them to make lifestyle changes (such as giving up the use of tanning beds)

The video campaign delivered by Evidently focused on the human face of the disease, with real stories constructed into an unified narrative with the specific goal of providing “pass-along value” to the audience. The results of the campaign included:

  • Over 1 million YouTube views in the first week
  • Debut at number on Mashable's 'Top Video Ad This Month' list
  • Over 950,000 shares on Facebook
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