At this year's PR Wings Good One PR had as many as three reasons to celebrate. The agency won a special award from the competition's jury, the main prize in the Health Market category and a distinction in the Effectiveness of the Year category for the "(P)show your heart" campaign, implemented for the Children and Youth Oncology and Cancer Surgery Clinic of the Mother and Child Institute. The competition is organised by the Association of Public Relations Agencies (SAPR), which for the fourth time honoured the most effective, creative and innovative communication projects in Poland.
The organisers of PR Wings consistently reward initiatives that have a positive impact on reality, believing that such activities support the development of an ethical and professional PR industry in Poland. Of the 188 projects submitted this year, 46, in 23 categories, qualified for the finals. During the competition's gala on 13 November, 21 of the best Polish PR campaigns were awarded.
Two statuettes for Good One PR for the (P)show your heart campaign
The "(P)show your heart" campaign for the Children and Adolescent Oncology and Surgical Oncology Clinic of the IMiD won the SAPR jury's special award, the award in the Health Market category and the distinction in the Effectiveness of the Year category.
"(P)show your heart" is a campaign that aims to reach as many people as possible with information on the symptoms of childhood cancer and the importance of early detection, as well as to provide symbolic support for minor oncology patients and their families. The rationale for the campaign is the low awareness of oncological diseases in society, which was confirmed in a survey carried out for us by ABR Sesta. It shows that as many as 59% of adult Poles do not have sufficient knowledge on the subject, and 1 in 5 cannot name any symptom of oncological disease in children. At the same time, 65% respondents declare that they would like to know more about childhood cancer, of which 23% are clearly interested in deepening their knowledge. The survey results show that there is a great need to educate the public about childhood cancers.
Concept of operations
To respond to this challenge, we developed the (P)show your heart campaign. We developed not only the campaign slogan ((P)show your heart), but also the leitmotif (hands folded in the shape of a heart), which refers directly to the logo of the Mother and Child Institute. Based on the results of a survey conducted by ABR Sesta, we developed the key messages and tone of the communication. It was very important to prepare factual information about childhood cancers, including pointing out early symptoms, which are often non-specific and can be confused with other childhood diseases. We were also keen to point out to the audience that prompt diagnosis gives young patients as much as 80% chance of a complete cure.
As a target group, we identified parents, carers and relatives of children, adolescents and young adults, but also GPs. For the latter group, it was crucial to arouse their oncological vigilance and remind them of the need to extend diagnosis if symptoms persist and the implemented therapy does not work.
We also estimated the timing of the campaign, and took International Childhood Cancer Day (15.02) as a highlight. Our KPI this year was to double the impact from the 1st edition of the campaign, which achieved a reach of 11 million.
So how do you get your message across to your target audience?
In implementing the activities, it was crucial for us to obtain the honorary patronage of the Ombudsman for Children, which highlighted the importance of the topic. We also obtained media patronage from key titles such as Fakt, medonet.pl, mjakmama24.pl, natemat.pl, ohme.pl, poradnikzdrowie.pl, rynekzdrowia.pl, wprost.pl, zwrotnikraka.pl, which supported our activities in the media. We prepared 3 press releases containing the results of the conducted social survey, key messages concerning childhood cancer and stories of patients of the Oncology Clinic of IMiD. We distributed them to national, parenting, lifestyle and medical media to reach the largest possible audience. This resulted in 90 publications in the press and on the Internet with a total reach of 3 180 419. We also involved the centre's experts in the communication, who confirmed the credibility of our materials with their comments.
One of the highlights of this year's campaign was an awareness spot that we developed and produced together with the Diea agency to draw attention to the issue of childhood cancer. The concept of the film is to make the viewers aware that cancer makes children fear for their future, and that an early diagnosis of the disease is a chance for them to recover and realise their dreams. The protagonists of the spot were charges of the IMiD Oncology Clinic, and in order to attract the attention of as many viewers as possible, we also invited Robert and Anna Lewandowski to take part in the film, who encourage people to get involved in the '(P)show your heart' campaign.
Thanks to the partnership with the Sarcoma Foundation, the spot was broadcast on all Polish public television stations, as well as all TVN Group stations, on Ströer-branded multimedia media in Warsaw, Wrocław and Krakow, on PKP Intercity trains, on the Internet: on youtube and on the campaign website, and in the Stacja Falenica cinema in Falenica.
Diversification of channels
Our knowledge base is the campaign website, which we developed and implemented with the DIEA agency and SeoFly. It contains reliable information materials prepared in cooperation with IMiD experts, concerning paediatric cancers, their characteristics, symptoms, diagnostic path or addresses of treatment centres, as well as educational materials for doctors. The website was designed with attention to a simple form and accessible content. We also cooperated with the Librus portal, which placed banners linking to the campaign website on its service and sent a message to its users with information about the campaign.
As part of the campaign, we also launched a social media action, which involved 13 top Polish influencers such as Anna and Robert Lewandowski, Monika Mrozowska, Patrycja Markowska and Agnieszka Włodarczyk. The action consisted of engaging as many social media users as possible to share key information about childhood cancer. To join the campaign, people had to post a picture of their hands folded into the shape of a heart on their social media profile, add key information about childhood cancer and invite other users to participate. This small gesture was not only to publicise the campaign, but also to symbolically support patients and their families. A total of 117 publications were published on SoMe about the campaign, generating a reach of 30 728 844.
A success as big as the hearts of our partners
As part of Good One PR's efforts, the campaign appeared in both traditional media - press and TV - as well as online, social media and in public spaces, resulting in a huge communication success - its reached almost 70 million! And this is without data from PKP. This is a KPI realisation of over 300%. We monitored the entire activity thanks to IMM. The campaign was also very well received.
The opportunity to collaborate with the Department of Pediatric and Adolescent Oncology and Oncological Surgery at the IMiD on such an important project is a great honour for us. We would like to sincerely thank our client for their trust and support in the implementation of activities. We are proud and extremely grateful to the jury of the PR Wings competition for appreciating our work. We would like to congratulate Ewelina Jaskuła, Monika Bielkiewicz and Aleksandra Sykulska from Good One PR, who are responsible for managing the awarded project. We hope that the next edition of the campaign, which is planned for February 2025, will achieve even better results, which will translate into reaching a wide audience with information on childhood cancer and, consequently, the health of the youngest children.
Our thanks also go to all the patrons and partners of the campaign for their support, without which we would not have been able to achieve such a great success: Sarcoma and Sarcoma Sarcoma Association, NOBOCOTO recording studio, ABR SESTA research agency, SYNO POLAND, Librus educational platform, IMM Institute of Media Monitoring, AMP FUTBOL, BLACK PHOTON studio, DIEA graphic agency, SEOFLY agency, Pro Makeup Artist Kornelia Głaszcz, Polskie Towarzystwo Psychoonkologiczne, Stacja Falenica cinema, PKP INTERCITY, Igor Kohutnicki fotoADHD.pl. Almost all our partners acted pro bono, and so did we.
