Driving awareness for lung cancer

The agency was tasked by AstraZeneca to develop a communications campaign to raise awareness  for lung cancer awareness month in November 2009.  A concentrated community radio campaign reached a broad cross section of the local public. Many of the interviews allowed for listeners to phone in, which created informative, educational two way communication.  Media coverage pointed the public to the local AstraZeneca patient site which provides additional information around lung cancer. During the campaign, visits to the website doubled. The media campaign and website information about lung cancer reached an audience of 2.2 million in under 30 days. AstraZeneca South Africa’s Oncology division won the AZ global marketing award for its efforts in raising awareness of lung cancer among the public.

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The agency shared in this achievement having played a key role in the campaign’s external communications.