Designated disease awareness days, weeks, and months were set up to raise awareness. But the monthly “real estate” had become crowded and so this particular messaging was having less impact. We set out to drive awareness and action by bringing those disease awareness days, weeks, and months together.
We activated a year in disease awareness and called it HealthAwareNext. HealthAwareNext is an integrated campaign: a website, a social media platform, posters, and events. It has helped to increase awareness around disease states driving screening, diagnosis, treatment, and prevention.
Each month features high-impact call-to-action content; unique graphics grab attention and educate with real-world information on screening and testing for that month’s condition. Events we’ve held include pink lemonade stands to raise awareness and money for breast cancer.
For social media, we distributed via HealthAwareNext.com and on social media channels Facebook, Pinterest, Twitter, Tumblr, and Instagram featuring the hashtags #healthawarenext and #yearofdiseaseawareness, as well as disease-specific hashtags, plus links to materials into relevant health sites and nonprofit organizations.
The campaign was successful and gathered momentum through the year. The initiative reached over a quarter of a million people through social media. Some posts received thousands of likes; one post was shared over 1,000 times. Events were also a success. Through our pink lemonade event for breast cancer, we sold gallons of pink lemonade and a truckload of pink cupcakes and cheeky pink lemon T-shirts.
Overall, we were successful in driving people to understand diseases, get screened, and, if disease was identified, to get treated at an early stage.