Sunrise Association
Childhood Cancer Awareness Month 2022
Childhood Cancer Awareness Month serves as a vital opportunity for the Sunrise Association to amplify its mission of supporting children with cancer and their families. I led the strategic planning and execution of this powerful, month-long digital marketing campaign spanning all 13 of our camps and the Association. Each camp had its own tailored set of content for social media and eblasts, ensuring a cohesive yet personalized approach across our digital platforms.
The campaign featured various types of content, including powerful quotes from parents and campers, impactful facts about childhood cancer, insights into each individual day camp, and sweet then-and-now photos of campers. This multi-platform approach amplified our message and deepened connections with our community.
The campaign resulted in a significant increase in social media engagement, resulting in a 10,000-follower increase across our channels. The campaign was also recognized for the prestigious 2022 Best of COCA Social Media Award, a testament to our dedication to helping families affected by pediatric cancer.
A personal touch in our posts always garners a positive reaction from our audience, which is evidenced by the then-and-now photos and camper quotes performing well in this campaign.
In contrast, posts sharing childhood cancer facts and facts about each camp had the lowest engagement, reinforcing the importance of personal elements in our social media strategy.
Facebook’s top post featured a powerful quote from our medical director about the importance of Sunrise in the cancer journey, which outperformed other posts. The quote appealed to our audience’s emotions, resulting in higher engagement and shares.
Instagram’s top post was the first of the campaign, announcing CCAM and encouraging people to spread awareness by sharing the post. The high KPIs were largely driven by the number of shares. This trend was consistent across all Sunrise camps.