TBWA/London has launched a disruptive multi-platform awareness campaign to better acquaint the public with early ovarian cancer indicators.
Campaign materials will be focused on how many women dismiss seemingly benign ailments, when they may in fact be early signs of a more serious disease, such as ovarian cancer.
Commissioned by British charity Ovarian Cancer Action, key messaging focuses on the four most prominent symptoms of ovarian cancer.
To highlight these symptoms to the wider public, TBWA created four cryptic Twitter accounts with the following handles; “I need a wee again”, “bloated belly“, “my tummy hurts” and “feel full quickly“.
Despite following thousands of people and tweeting regularly for the past few months, the accounts have been largely ignored – a fact which the campaign points out mirrors how most of these symptoms will largely be dismissed as harmless, when they may be an indication of a more serious problem.
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The campaign is the culmination of an award-winning pitch that TBWA entered into a #PoweredByTweets competition run by Twitter, where agencies had to use to the social media platform as the central medium of their promotional campaign.
The awareness campaign will also be backed by an OOH push, supported by Clear Channel UK, through a series of billboards displaying cleverly-worded headlines “that demand a second look”.
“Ignoring Twitter accounts won’t kill anyone, but ignoring the real symptoms of ovarian cancer will. So creating awareness is essential”, TBWA London chief creative officer, Andy Jex said.
Ovarian Cancer Action CEO, Cary Wakefield added: “This campaign reflects the simple truth that these symptoms can often be overlooked or associated with other problems.
“We want women to follow up on symptoms that are unusual for them and talk to their GP, because early detection can literally mean the bleak difference between a diagnosis with a 90% chance of survival, compared to 14% when diagnosed at a late stage.”
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