#MISSED
Pancreatic cancer symptoms are almost always missed. And so are the people.
With a survival rate of just 7%, it's often diagnosed too late.
Lack of awareness costs lives.
By sharing the stories of lives lost to pancreatic cancer, I helped create #MISSED, a powerful awareness campaign for Pancreatic Cancer Action UK.
I supported the conceptual development and messaging.
The emotive storytelling engaged people on a human level, while also educating them on the signs of pancreatic cancer to watch out for. Its power lay in drawing a direct link between missed symptoms and missed loved ones.
Using the hashtag #MISSED, the campaign encouraged others to share their own stories, helping to raise awareness and get more eyes on the issue across social platforms.
The campaign was a record-breaker, reaching millions of people. 9.5 million saw our #MISSED social media content - a Pancreatic Cancer Action record. And 15 million people saw one of our online adverts.
As the campaign gained momentum, it was picked up by mainstream media, including the BBC, ITV, The Mirror, and The Express, extending its reach to an additional 24 million people.