Cancer Research UK was keen to construct a social media campaign which delivered both sign ups for its Race for Life series of events and also created an opportunity to create media coverage.

We invited people to “let cancer know what they think of it” by tweeting their message of support and encouragement using the campaign hashtag #OiCancer.

Every time the Twitter hashtag was used it helped to inflate a giant physical #OiCancer speech bubble. The speech bubble was inflated to the size of a double decker bus by the end of the campaign launch day, with images and video sent to national media.

We developed supporting content plans for Cancer Research UK’s own social channels and led an influencer marketing campaign to drive further awareness of the hashtag.