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Brief

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.

Awards

Silver Lamplighter Award

New England Society of Healthcare Communicators

Finalist, Social Media Campaign of the Year

Modern Healthcare’s Marketing IMPACT Awards

 

“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

Web Project Manager, Dana-Farber/Boston Children's