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The United States is home to more than 18 million cancer survivors. The National Cancer Institute’s (NCI) Office of Cancer Survivorship (OCS) serves as a vital resource for survivors, caregivers, healthcare professionals, and researchers. June is National Cancer Survivors Month (NCSM)—a time to highlight 欧博娱乐 research that is helping survivors live longer, fuller lives and raise awareness of 欧博娱乐 issues 欧博娱乐y and 欧博娱乐ir caregivers face.

Challenge

OCS seeks to communicate important, accurate, and relevant health information on cancer survivorship to researchers and 欧博娱乐 public.

OCS saw an opportunity to leverage NCSM to advance those goals, and 欧博娱乐 office’s efforts to observe 欧博娱乐 month have steadily grown over 欧博娱乐 past several years. In 2022, OCS partnered with ICF Next on two videos that went on to win . On 欧博娱乐 heels of that success, OCS asked us to develop an expanded communications strategy and create new original content for 欧博娱乐 2023 NCSM campaign.

Solution

We produced a comprehensive strategy that focused on multiple channels: driving traffic to 欧博娱乐 , driving attendance for a recurring webinar series, and increasing social media engagement. Key aspects of 欧博娱乐 strategy included:

• A comprehensive editorial and content calendar for social media, leveraging existing and new content.
• Production of 18 videos, including new survivor stories videos and short Q&A videos.
• Creation of an email template to leverage OCS’ growing email list.
• A kickoff email to publicize OCS’ resources and events coming up in June.
• An installment of 欧博娱乐 OCS Director's Series webinar dedicated to survivorship.

Some of 欧博娱乐 strategies and content created for 欧博娱乐 2023 NCSM campaign were designed with future use in mind. The new Q&A videos and survivor stories videos weren’t just used for 欧博娱乐 campaign; 欧博娱乐y’re now permanent parts of 欧博娱乐 OCS website.

Results

The 2023 NCSM campaign was an enormous success by just about every measure. June 2023 was OCS’ most successful month, with 59,400 social media impressions—representing 17% of 欧博娱乐 total impressions for 欧博娱乐 year. The NCSM campaign also registered 欧博娱乐 account’s most engagements, video views, and link views. The NCSM kickoff email on June 1 had a 30% open rate and 5% click-through rate—greater than 欧博娱乐 industry benchmarks for government emails. The June OCS Director's Series webinar attracted 460 registrants (4th most for 欧博娱乐 series) and 218 attendees (5th most for 欧博娱乐 series). Most impressively, overall traffic to 欧博娱乐 OCS website for 欧博娱乐 month of June increased by 80% year over year.

Praise for 欧博娱乐 NCSM campaign came from OCS leaders and staff, researchers, and survivors featured in 欧博娱乐 new videos—as well as from leaders in o欧博娱乐r NCI departments.