Digital Campaign of the Week: Lymphoma Association

An online 'pitfart' competition helps young adults to remember common symptoms

Lymphoma Association pitfart competition
Lymphoma Association pitfart competition

What is it? 

A "pitfart", according to the association, is the noise that occurs when you cup your hand in your armpit, then quickly move your arm up and down.

The charity is hosting an online competition to raise awareness of the symptoms of lymphoma. To participate, people must upload videos of themselves pitfarting to the specially created microsite.

The contestant who attracts the most views wins a trip to Paris.

How did it come about?

The association wanted to promote its memory aid for lymphoma symptoms, ‘PITS', which stands for persistent lumps, itching, tiredness and sweating.

It sent a brief to various agencies, and The Good Agency came up with the pitfart idea.

Why an online competition?

To reach the campaign's target audience.

"Lymphoma is the most common cancer of the 15 to 30 age group, yet most people don't know about it until they are personally affected," says Julie Mercer, head of communications.

According to Mercer, research shows that it is difficult to reach this group with traditional health campaigns.

The association added a competitive element to boost the campaign's chances of success by making it lighthearted and fun.

How is it being promoted?

With information packs to universities and further education colleges across the country. The National Union of Students is also helping to promote the competition.

How much did it cost?

The association estimates £50,000, which is funded by part of a grant from the Department of Health. Travel agent Flight Centre donated the trip to Paris.

Third Sector's verdict

An entertaining way to help young people remember facts.

Topics:
Communications

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