Build awareness of key issues in childhood cancer and position Dana-Farber Boston Children’s Cancer and Blood Disorders Center as a leader in childhood cancer treatment and research with an infographic using for use during Childhood Cancer Awareness Month.
Will be posted to the Dana-Farber Boston Children’s website, but also pushed out through social channels at both Boston Children’s Hospital and Dana-Farber Cancer Institute.
Silver Lamplighter Award
Finalist, Social Media Campaign of the Year
“The infographic proved hugely popular.
These were our web and social metrics for just September 2015:
- 13,644 views of the infographic page; average time on page – 10:45 min.
- Facebook: 9,531 likes; 3,386 shares; 414 comments
- Twitter: 64 retweets
- Instagram: 1,368 Instagram likes
- Pinterest: 87 repins; 119 clicks
- Earned media: Mentioned and linked on Boston.com in a story about childhood cancer awareness month
The infographic was a huge success not just for generating so many views, likes, shares, etc. — but also for getting people to stay on the infographic page long enough to truly read and absorb it. (Average time on page was 10 minutes, 45 seconds — a huge amount of time for web audiences.) We also were impressed by the tremendous number of shares — 3,386 total on Facebook. Clearly, people absorbed the message and found it worth promoting within their personal networks. Although we spent about $250 promoting this on Facebook, the bulk of the views and shares were organically generated. Finally, it was notable that Boston.com mentioned the infographic and Dana-Farber/Boston Children’s efforts to increase awareness — and quoted and linked to the infographic.”Linda Watts