AstraZeneca Lung Cancer Awareness Campaign November 2009
The brief: In 2009, Corpcom was tasked with raising awareness of lung cancer in South Africa for World Lung Cancer Awareness Month and help reduce the stigma surrounding the disease. The disease receives very little attention as HIV/AIDS and tuberculosis dominate media headlines and there is a perception that this is solely a smokers' disease.
The approach: Radio was selected as the right medium to reach the South African public in as short a period of time as possible. An interview campaign on community and national radio stations reached a broad cross section of the public. Many of the interviews allowed for listeners to phone-in which created informative, educational two way communication.
Media coverage directed the public to the local AstraZeneca patient site www.mycancer.co.za which provided additional information around lung cancer.
The result: Information regarding lung cancer information reached an audience of 2.2 million people in under 30 days. During the campaign, visits to the website doubled. Feedback from healthcare professionals was positive with regards to the relevance and usefulness of the information for their patients. AstraZeneca South Africa won the AstraZeneca's global marketing award for its efforts in raising awareness of lung cancer among the general public.
