The Challenge: "There are a lot of misconceptions revolving around Leukemia."
Leukemia is the 4th cancer killer in the Philippines, but despite this, Filipinos still do not have enough knowledge about the disease and cause them to create their misconceptions.
Leukemia is the 4th cancer killer in the Philippines, but despite this, Filipinos still do not have enough knowledge about the disease and cause them to create their misconceptions.
The Idea: "Slay Leukemia."
Focusing on the connotative meaning of "slay" which means to kickass or dominate or to defeat your opponent brutally (Urban Dictionary). The researchers want to defeat the misconceptions revolving around Leukemia to increase the knowledge of the public and correct their faulty thinking.
Focusing on the connotative meaning of "slay" which means to kickass or dominate or to defeat your opponent brutally (Urban Dictionary). The researchers want to defeat the misconceptions revolving around Leukemia to increase the knowledge of the public and correct their faulty thinking.
The logo is a shape of blood drop formed by seven different shades of red to represent the seven misconceptions that the researchers want to break. An "S" shape is created to depict a broken part of the drop that also means "Slay." The Pier Sans font is slightly tweaked to create a ferocious look and feel for the logo. The campaign's tone and mood will be interesting, thought-provoking and factual. The colors used will highlight that the campaign is about a blood cancer.
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The Story: "Illusion."
The idea is to inform the public about Leukemia in a way that they can easily relate to. We will make use of illusions to show that these ideas can be deceiving and will question the public's perceptions.
The idea is to inform the public about Leukemia in a way that they can easily relate to. We will make use of illusions to show that these ideas can be deceiving and will question the public's perceptions.
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Step 1: "Expose the Misconceptions.
We associated the misconceptions with the ideas people believe in such as death sentence, safety, heredity, contagion, seclusion, incurability, and similarity. These will be mounted on exhibit boards and will be displayed at huge open spaces.
The hashtag in the posters will lead the audience to the Facebook page Unmask the Myth. It will feature the animated versions of the teaser posters and a link to the website.
Step 2: "Unmask the Disease behind the Illusion and Start the Education."
September is the Blood Cancer Awareness month, so the researchers will use this month to unmask the identity behind the misconceptions. Starting by launching an event called "The Unmasking" on where the exhibit boards are displayed at.
September is the Blood Cancer Awareness month, so the researchers will use this month to unmask the identity behind the misconceptions. Starting by launching an event called "The Unmasking" on where the exhibit boards are displayed at.
The highlight of the event will be the tearing off the posters which will be done by the invited leukemia patients. The teared posters will reveal the information about Leukemia.
There will also be interactive games for the attendees to play against a leukemia patient virtually.
There will also be a pop-up shop to increase the public's awareness about leukemia and the sales of the partnered brands simultaneously. These brands offer and sell organic and healthy products with ingredients that might prevent and cure leukemia.
The teaser website will have a new landing page which will contain more concrete information about Leukemia; a donate button and a Facebook profile picture filter.
The Facebook page, Unmask the Myth, will be replaced to Slay Leukemia.
Since everyone is going digital, the campaign will also be on social. The misconceptions will be posted on the Facebook page.
This will be followed by the facts about Leukemia to increase the public's knowledge about Leukemia.
Then will be followed by the common symptoms of Leukemia by making use of the acronym, N. O. T. I. C. E. to make the audience aware that they should pay attention to the symptoms for it may lead to Leukemia.
To generate more audience, a Google doodle will also be launched that will bring the viewers to the website.
The campaign aims to successfully change the public's perception about Leukemia so that they can interact with the patients without reservations. Leukemia is an issue sorely in need of attention and support. Help us spread the word. Change your profile picture. Change your status. Share and let your friends be aware. Support Slay Leukemia.
See the full awareness campaign here.
