For Childhood Cancer Awareness Month, Children With Cancer UK wanted to create an interactive experience that was thought-provoking, emotionally challenging, and moreover something with a positive sentiment to help raise awareness and drive donations.
The Approach
We took over Westfield London’s Eat Street experiential area and created an engaging physical to digital campaign experience that allowed members of the public to interact with the giant digital screen using their own mobile phone.
Participants were asked to connect to a website, enter their name, and shake their phone. Using a mobile device’s inbuilt accelerometer and gyroscope it triggered the on screen ‘end of treatment’ bell synonymous with the Children With Cancer charity to ring loud for everyone to hear.
A personalised thank you message was also presented to the user on screen, whilst the mobile website also encouraged members of the public to text ‘bell’ to make a donation to the charity.
The Result
The campaign received over 170 submissions from the public during the afternoon. Overall the campaign made a huge difference for the brand’s social presence, where the case study film garnered earned media online and continues to reach further digital audiences.
