Kom op tegen Kanker (Stand up against Cancer)
Client: Kom op tegen Kanker (Stand up against Cancer)
Product: Public Health
Media: Instagram, PR
Date Of Campaign: 19/03/2019
Background: Kom op tegen Kanker (Stand up against Cancer) wanted to raise awareness amongst youngsters on the bad habit of smoking and prevent them from starting to smoke. But how do you get such an ‘uncool’ message across to an audience that’s almost impossible to reach?
Idea: We created “Instalove”, the first ever fiction series made 100% for Instagram.The series was promoted through the actors, who were all Instagram influencers, with a large following amongst youngsters. Combined with smart partnerships with youth shows who were integrated in the series, we made youngsters discover the series through their peers, instead of only regular ads.
Results: - 86% of all Flemish youngsters reached (12-17y)- 23% of them saw 1 episode or more- 18.000 daily views (for each story, every day during 6 weeks)- total of more than 7 million views- only 3% viewed series as an anti-smoking campaign- more than 93% said Instalove stimulated them never to pick up smoking- the series got nominated at the prestigious Rose d'Or awards