Today, health organizations have resort to Social Media (Facebook and Twitter) in the creation of cancer awareness. A particular social marketing campaign aims to collect fund to facilitate treatment programs. The campaign purposes to mobilize internet users to help fund initiatives seeking treatment for cancer such as Mesothelioma. According to Russell, Campbell, Kisely and Persaud (2011), Cancer Research UK, received over $13 million through social media using the #nomakeupselfie hashtag.

Marketing 4 P’s

Product

The campaign towards raising funds for cancer treatment research garnered many likes in Facebook because it reacted to the negative comments such as unsteady speech of actress Kim Novak. Support for her led to other people posting their pictures on Facebook, and it soon went viral (Russell, et al., 2011).

Price

The campaign did not require much funds since the issue went viral and it already had gained popularity.

Place

Having a chronic problem online was the best marketing strategy for this campaign. The likes achieved was thanks to Facebook and Twitter since the #nomakeupselfie collected many donations.

Promotion

Through Facebook, women emphasized donations by messaging the term BEAT to 70099. All interactions and endorsements were thanks to the generalization of cancer and not concentrating on just one. Groups such as the National Cancer Institute and the American Cancer Society gained many likes approximately 968,000 and 120,000 respectively (Russell, et al., 2011). It showed how the public was keen and interested in what they were reading.

To educate the public on the risks of cancer, the campaign showed success stories of the cancer survivors and some of the effects if not treated well (Russell, et al., 2011). To enable future success, the campaign aims at providing more persuasive and educational knowledge and facts about cancer and creating effective challenges that motivate people to donate funds.

Reference

Russell, M. W., Campbell, L. A., Kisely, S., & Persaud, D. (2011). The development of community health indicators: a district-wide approach. Chronic Diseases and Injuries in Canada, 31(2), 65-70.

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