Follow My Lead I Roy Castle Lung Cancer Foundation

Virgo supported Roy Castle Lung Cancer Foundation’s Follow My Lead campaign for Lung Cancer Awareness Month, by driving engagement and conversation with a creative activation to sit within the wider campaign.

Digging into the Roy Castle Lung Cancer Foundation’s patient community data, we identified a universally relatable patient insight that would inform our strategy – that people often feel nervous and uncomfortable when speaking to someone living with cancer.

We created a light-hearted but informative content to address the awkwardness and support family and friends when talking to loved ones with lung cancer, or more widely, a life-threatening illness or disease, directly formed from the real-life experiences captured by patient surveys and in-depth patient interviews of those living with lung cancer.

Partnering with UK comedian, John Ryan, to write a thought-provoking and humorous poem, we decided a video was the perfect way to engage the charity’s community and bring the poem to life to help us drive conversations and ensure the message could be shared.

We filmed John narrating the poem, which shared experiences of those living with lung cancer and their mental attitude and offered tips on how to speak to people with the disease in a way that supports their mental wellness. From ‘Only the good die young’, to ‘you think I’m so brave, because I’m trying to dodge the grave’, John light-heartedly recounts many of clichés lung cancer patients experience and offers patient-led suggestions of better ways to talk to those with lung cancer including ‘nothing’s changed I am still me… if you’re making plans include me too … you know you can always bring me food. ‘

We then developed a comprehensive media and social strategy for Lung Cancer Awareness month in order to maximise earned attention and conversation around the campaign. We secured an interview with John Ryan, comedian and charity ambassador on Sky News Breakfast. The interview prompted significant debate within the lung cancer community on social media following an unthoughtful question from the sky presenter.

Patient spokesperson Sophie Sabbage was interviewed by The Mail on Sunday, which has been syndicated across Mail Online. On social media, the Facebook content has achieved 1.4M impressions, reaching 896K people and 1.1M impressions on YouTube. Over a third watched the entire three minutes. The results achieved are 50% higher than the charity’s average.