World Pancreatic Cancer Day

A DAY TO REMEMBER

World Pancreatic Cancer Day (WPCD) was established in 2014 to bring awareness to the disease, its prevalence, severity, and mortality rate. And, ultimately, to fund research for an eventual cure. The Genuine Article team had the privilege and responsibility of bringing to life a global rallying cry for a disease where 80% of patients have post-diagnosis life expectancies of less than six months.

Approach

Armed with a limited budget, we developed integrated communications designed to:

Establish awareness of the disease
Develop a global movement
Motivate people to act

To make the day a reality, we developed a visual identity for the new brand that was distinct and memorable. The earned media action plan leveraged celebrities, policymakers and medical experts to amplify WPCD messages, sending eye-opening pancreatic cancer facts and statistics trending. This earned and owned messaging blitz was executed in eight languages and across continents.

Results

On its inaugural day, the new brand dominated social conversation and attracted new audiences from five continents, driving conversation from every corner of the globe. The founding brand and strategy was so strong that in subsequent years, media reach grew to 107 billion, #WPCD became a trending topic on Instagram, earned media impressions grew to over 240 million, and celebrity influencers including Mindy Kaling and Magic Johnson participated.

Impact

Twitter impressions

1M

850K

Site visitors in a single day

1,000

Media outlets featured the day of

The Salvation Army of North Texas

Influencers Give in Style To Break Donation Record for Nonprofit

The Salvation Army

From Trenches to Treats: The History of National Donut Day

Forest Forward

A Forgotten Theater Cemented to Memory

Julien’s Auctions

Top Memorabilia Auction Strikes a Chord With Local Media

The Salvation Army of North Texas

Raising urgency for rising temperatures

United Way of Tarrant County

Celebrating a century of service & honoring a legacy of impact

Mark Cuban CostPlus Drug Company

Restoring Our Faith in Pharmacies

The Salvation Army

INCREASING DONATIONS BY LEAPS AND BOUNDS

Chi Omega Recruiting Campaign

Defining Meaningful Affiliation For One of the Largest Women’s Social Organizations

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