Campaign: #checkyourself
The Question
Did you know that regularly checking your skin can literally save your life? Chances are not, because more than half of the Dutch people between the ages of 20 and 50 check their skin too little or never at all for suspicious spots. Yet it is of vital importance: as many as 99% of patients with melanoma cancer survive the disease through early detection. In other words, it’s high time to make the Dutch more aware. That’s why De Wolven, in collaboration with Operator Studios, developed the #checkjezelf campaign for the Melanoma Foundation.
Our actions
- Coming up with the campaign name #checkyourself;
- Instigating a survey through research firm PanelWizard. This survey uncovered several media-worthy results;
- Publicity in the media
- Creating content for the Melanoma Foundation’s Facebook page and Twitter account;
- Actively manage the Melanoma Foundation’s Facebook page, Twitter account and YouTube channel on a daily basis;
- Boost the reach of the campaign video via Youtube and Facebook.
The results
The launch of #checkyourself and the results of the survey were good for a true free publicity offensive. Some highlights:
Ample attention for the importance of the ‘self-check’ and the Melanoma Foundation in both RTL Late Night and the Algemeen Dagblad. Reports on the campaign and research results on NOS and RTL News. Melanoma patients told their stories of experience online on NOS op 3. This article was read over 100,000 times and was the best read story that day on the NOS app. And last but not least: an article on the front page (as well as on page three) of De Telegraaf.
The combined free publicity value was over 450,000 euros. The campaign film was also viewed 172,000 times on Facebook and generated over 143,000 views on Youtube.
