The social campaign underlines the danger of ignoring the symptoms of Ovarian Cancer.
Ignoring Twitter accounts won’t kill anyone. But ignoring the real symptoms will. This is the insight which underpins TBWA\London’s latest campaign for Ovarian Cancer Action.
The campaign brings to life the way in which it is all too easy to ignore the important, potentially life-threatening changes to your body which could signal ovarian Cancer.
The agency created a range of Twitter handles highlighting symptoms; with names such as "I need a wee again", "bloated belly", "my tummy hurts" and "feel full quickly". While the accounts have been regularly tweeting, most of them have been completely ignored by everyone they've followed.
A social film released on World Ovarian Cancer Day (Sunday 8th May) revealed that the four accounts are in fact the four main symptoms of ovarian cancer.
The campaign, which is called #followedbycancer has been following 7500 people with ovaries on Twitter (the same number that get diagnosed with ovarian cancer every year). The Twitter accounts have mimicked the way the symptoms get ignored in real life.
This campaign reflects the simple truth that these symptoms can often be overlooked or associated with other problems. We want women to follow up on symptoms that are unusual for them and talk to their GP, because early detection can literally mean the bleak difference between a diagnosis with a 90% chance of survival, compared to 14% when diagnosed at a late stage.
Cary Wakefield, CEO, Ovarian Cancer Action
Andy Jex, Chief Creative Officer, TBWA\London, explained: “Ignoring Twitter accounts won’t kill anyone, but ignoring the real symptoms of ovarian cancer will. So creating awareness is essential.”
Cary Wakefield, CEO, Ovarian Cancer Action, added: “This campaign reflects the simple truth that these symptoms can often be overlooked or associated with other problems. We want women to follow up on symptoms that are unusual for them and talk to their GP, because early detection can literally mean the bleak difference between a diagnosis with a 90% chance of survival, compared to 14% when diagnosed at a late stage.”
Because the symptoms are so easy to dismiss as everyday ailments, awareness of the four symptoms and early diagnosis is key.
The campaign is being funded by £100,000 worth of free Twitter Advertising after TBWA\London and Ovarian Cancer Action won the #PoweredByTweets competition. An annual competition run by Twitter partnering with the creative industry to launch ideas for good across the globe.
One woman dies of ovarian cancer every two hours. Together with TBWA\London, Ovarian Cancer Action is on a mission to make sure that no woman dies of this disease. The sooner the cancer is diagnosed, the better chance of survival. The problem is, ovarian cancer symptoms (which included persistent tummy ache, persistent bloating, difficulty eating and frequent weeing) are so common, that they often get dismissed, or experienced without women even realising.
In addition to the Twitter campaign, Clear Channel UK is providing a number of premium OOH sites for World Ovarian Cancer Day. The OOH creative highlights how dismissed symptoms can quickly become serious through a series of clever headlines that demand a second look.
The campaign was created by Jemma Burgess and Gémina Gil Flores with social strategy by Pamela Coppock. The production company was Agile Films.
The four main symptoms of Ovarian Cancer are needing to wee more frequently, persistent bloating, persistent stomach pain and feeling full more quickly.
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