Leukaemia & Blood Cancer New Zealand: The Silent Treatment

This case study describes how New Zealand's Leukaemia & Blood Cancer (LBC), a non-profit organisation, created a social media campaign to increase awareness and understanding of blood cancers.

Leukaemia & Blood Cancer New Zealand: The Silent Treatment

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Objective of the campaign

Despite the growing number of New Zealanders diagnosed every year, blood cancers and related conditions have very low awareness levels. They're complex and difficult to understand and this means, all too often, even patients choose to stay silent about them amongst their friends, workmates and even families.

So, as part of Blood Cancer Awareness Week (November 4-10), LBC challenged us to create a campaign to really get all New Zealanders talking about blood cancers, so they're better understood.

In addition, because we were working with a...

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