Ovarian Cancer Action: #FollowedByCancer social campaign

Category: Social; Entrant: TBWA\London

In 2023, only three in ten women diagnosed with ovarian cancer will live beyond ten years. Ovarian Cancer Action (OCA) is a UK-based charity striving to make ovarian cancer survivable for all women. Tasked with increasing OCA’s profile and raising awareness of the disease, TBWA\London’s campaign was rooted in the insight that 90% of women don’t know the four main symptoms of the disease: persistent bloating, persistent tummy ache, difficulty eating, and frequent peeing.

Ahead of World Ovarian Cancer Day, the agency launched certified but unbranded Twitter accounts for each of the symptoms and started following 7,500 people – the same number as those diagnosed with ovarian cancer each year. Each account – like @_INeedAWeeAgain – posted informative, and often cheeky, tweets to help raise awareness. A campaign film was later unveiled, prompting people to take note of the four symptoms.

Ovarian Cancer Action: #FollowedByCancer
Category: Social
Entrant: TBWA\London
Agency: TBWA\London
Chief Creative Officer: Andy Jex
Chief Operating Officer: Katie Jackson
Creatives: Jemma Burgess, Gémina Gil Flores
Social Strategy Director: Pamela Coppock
Account Director: Max Phillips
Broadcast Producer: Megan Sutton
Integrated Producer: Helen Jackson
Designer: Luke McClure
Production Company: Agile Films
Director: Lucy Bridger
Producer: Jack Wiles
Editor: Flaura Atkinson @ Stitch
Grade: Katie Dymmock @ Coffee & TV
Post Production: Agile Films
Sound: Giselle Hall @ 750MPH
PR Agency: Fleishman Hillard
Post Producer: Joshua Simpson
Director of Photography: Courtney Bennett
Production Designer: Murdo Hepburn
Casting: Hammond & Cox