DON'T LET THIS DEADLY KILLER GET YOU
Helping the public spot the signs of pancreatic cancer
Following the award-winning 2024 #Missed campaign, Pancreatic Cancer Action challenged us to go further. The brief: create a disruptive, digital-first awareness campaign that would stop social media scrollers in their tracks – and make the symptoms of pancreatic cancer impossible to ignore.
The challenge
– Make pancreatic cancer symptoms unmissable
– Drive traffic to the Pancreatic Cancer Action website
– Encourage earlier GP diagnosis
– Deliver multiple creative executions across Awareness Month
– Maximise impact within a tight (pro bono) budget
– Create a campaign bold enough to stand out on social – and scale to OOH
Spotting the signs could save your life
Pancreatic cancer is the deadliest of the common cancers – often diagnosed too late because symptoms are overlooked. We brought that brutal truth to life by positioning pancreatic cancer as what it is: a deadly killer hiding in plain sight.
Using stark, investigative-style visuals, symptoms were mapped out like clues on an evidence board. Confrontational creative that grabbed attention on socials.
Designed to cut through crowded feeds, the campaign rolled out across:
– Static and video content tailored for all major social platforms
– Simplified billboard executions for OOH
– Pancreatic Cancer Action website
Outstanding results
The campaign exceeded expectations, outperforming previous activity and crushing non-profit benchmarks.
– Total engagement exceeded 516,000 interactions, with an overall engagement rate of 9.28% (exceeds charity average: 2.03%)
– Across all social media, there were 146,411 video views – a 164% increase from 2024
– 51% of viewers watched the full video on YouTube
