Cancer Research UK (@CR_UK) wanted to get people talking about the link between obesity and cancer. Less than 20% of the UK public were aware of this link, despite obesity coming second only to smoking as a preventable cause of cancer.
@CR_UK identified Twitter video as the ideal format for capturing attention, generating curiosity, and engaging people in a nationwide conversation.
The campaign began with a quiz-style Video Poll that asked people to vote or comment with their guess for the second biggest preventable cause of cancer after smoking. A longer follow-up Video Poll showed members of the public making their guesses. Eventually, @CR_UK revealed the correct answer, much to people’s surprise.
@CR_UK complemented its Video Polls with Video Website Cards, offering people an easy way to click through to the charity’s website for further information about obesity and cancer.
Encouraged by a strong response to this initial campaign, @CR_UK renewed its creative and ran a second round of activity.