Cancer Council Queensland (with NIB) developed the Cancer Risk Calculator – an online survey that gives a score out of 100 to represent your risk of cancer. The higher your score, the lower your risk. The goal of the survey is to encourage behaviour change towards habits that will improve health and ultimately reduce the risk of cancer.
Cancer Council Queensland needed to create awareness of this tool. The goal was 10,000 completed surveys.
A social media campaign targeting 18-30 year olds was developed using creative built around the ambiguous question of, ‘What’s your number?’.
The campaign successfully captured the youth demographic, but also organically attracted an older audience. New creative, featuring older people, was developed to directly appeal to this audience and targeting was expanded to maximise survey completion volume. The end result was more than 25,500 survey completions directly attributed to the campaign, with a 73.6% average conversion rate.
