Sarcoma UK: Campaign

Adding Some Sauce

For Sarcoma Awareness Month the previous year, the brief was to raise awareness of sarcoma with a key metric of web traffic, and our campaign focused on national awareness using PR and social media.

The brief for the 2024 campaign was to highlight the importance of early diagnosis, so we introduced a more interactive and community-driven element with a focus on driving engagement.

We kicked off with a creative workshop to generate ideas and discuss the strategy, before narrowing these down and storyboarding the three best-fitting options to present to the client. The favoured idea was the ‘Don’t Delay’ campaign which addressed the initial brief by creating intrigue, sparking discussion and highlighting the importance of early diagnosis.

The creative revolved around a range of individuals holding placards displaying a number with an unknown meaning. After building suspense and intrigue with an increasing number of people, it was revealed that the placards showed the number of days for each person to receive an initial sarcoma diagnosis.

We developed a campaign hashtag to encourage users to share their own stories and experiences, creating a sense of solidarity and collective action. We also shared personal stories from those affected by Sarcoma and launched a series of educational posts and infographics, aiming to both inform and empower the community. By continuing to drive awareness and engagement, we helped Sarcoma UK reinforce its position as a leading authority on sarcoma support and advocacy.

Awesome Results from Digital and Social

Sarcoma Awareness Month saw positive results across digital and social, with a 53% increase in web traffic compared to the previous month.

Social media impressions and engagements saw a 111.4% increase and a 159.5% increase respectively, versus the previous month. Total impressions were 817,202, with 37,547 engagements, showing the content resonated with audiences. In terms of audience growth, the number of followers across platforms increased by 1.7% from the previous month, to 23,075, further raising awareness.

Audiences connected with the content themes across platforms, in particular the early diagnosis message, while the personal stories drove high engagement, and the educational content about sarcoma types also performed strongly.

The range of formats tailored to each platform delivered strong results, with video content working well on Facebook, carousels and reels delivering effective results on Instagram, and text-based updates working well on LinkedIn which maintained strong professional engagement.

The campaign connected those affected by sarcoma, with over 30 supporters participating in the ‘Don’t Delay’ photoshoot.

It was also shortlisted for Best Collaboration (Agency and Charity) at the 2024 CharityComms Inspiring Communicator Awards!

Client Testimonial

“Awesomesauce truly delivered on the diagnosis gap awareness campaign, expertly translating our strategic vision into compelling creative and a cohesive execution plan. Their management of the process from concept to photography reduced pressure on our internal team while driving strong engagement around early diagnosis awareness.

I highly recommend James, Mark and the Awesomesauce team for digital and social campaign delivery – they understand complex briefs and deliver results.” – Enda Guinan, Digital Communications Manager at Sarcoma UK.