Best Health Care Social Media Campaign

“Isolation of lung cancer is worse than the disease itself.”—Michele, 55, living with lung cancer.

Even though lung cancer is the most common cancer worldwide, it continues to be a lonely disease. That’s why sentiments like Michele’s are far too common, despite the desperate need to connect.

It was the hunger for genuine connection without fear of judgement that inspired LVNG With Lung Cancer. Committed to supporting people in all stages of cancer—from people who are recently diagnosed to people with loved ones who are no longer with us—the community is made up of 225,000 people around the globe who inspire one another to educate, understand, and overcome.

For Lung Cancer Awareness Month 2018, our goal was to use love to help people with lung cancer. So we launched #LettersofLVNGLove on Facebook.

By sharing letters that our community members wrote to recognize the positive impact that loved ones have had on their lives, the campaign not only inspired our current community members to respond with thankful love letters of their own, but it also increased awareness outside of the community about the real people who this devastating disease impacts.

The outpouring of love that the campaign inspired was overwhelming.

In just one month, we saw:
- Campaign engagement at nearly 5 times the industry average
- Nearly 60,000 reactions
- More than 3,500 shares
- More than 3,500 comments

As our community continues to grow, the world becomes a more accepting, loving place for people living with lung cancer. #LettersofLVNGLove.

Contributors:

Associate Director of Consumer Marketing, Lung Cancer Franchise, AstraZeneca:	Lise Hall
Portfolio Marketing Manager, Innovation & Integration, AstraZeneca:	Teona Surguladze
EVP, Creative Director, P&P:	Michele Monteforte
VP, Associate Creative Director, Social, P&P:	Patrick Lupinski
VP, Associate Creative Director, Copy, P&P:	Ilyssa Berger
Senior Copywriter, P&P:	Wayne Rodgers
Senior Art Director, P&P:	Marta Mugica
VP, Account Director, P&P:	Joanna Hass

PATIENTS & PURPOSE

Location: United States