Digital Campaign of the Week: Ovarian Cancer Action

The symptoms of what used to be called 'the silent killer' are explained in this straight-talking online film. Women can take a pledge to remember them, too

Ovarian Cancer Action Every Woman Should Remember campaign
Ovarian Cancer Action Every Woman Should Remember campaign

What is it?

An online campaign that explains the symptoms of ovarian cancer, awareness of which is low, according to the charity. Women who have been treated for the condition explain which symptoms should be checked by a GP and why.

Women can pledge on the website to remember these symptoms, and forward the pledge to other women.

The campaign is an extension of the charity’s current print advertising, which features actor Emillia Fox.

Why is the campaign needed?

To make memorising the symptoms easier for women. One of the biggest problems, says the charity, is that women are often diagnosed too late, so it hopes to change things by promoting the warning signs and the pledge.

Was an agency involved?

The online campaign was created by Saint@rkcr/y&r, the digital arm of advertising agency Rainey Kelly Campbell Roalfe Y&R, on a pro bono basis.

How much did it cost?

About £16,000 in technical costs.

How is it being promoted?

The pledge is passed around by email and through Facebook.

Response?

A live update of the number of women who have pledged runs on the site.

Third Sector’s verdict

Clear, straightforward and, most importantly, succinct. Explaining symptoms in such a way is not easy, but this couldn’t be better.

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