Association Insight International & European Association Insights Spring 2015 | Page 38

Association Insights | Association Success Story

Map of Events. Best practice was shared quickly.

Increasing awareness around the world – map of events

5. The theme is designed to be easily translated into many
different languages. The materials were available in 26
languages with #WorldCancerDay and #NotBeyondUs
trending in multiple languages
6. The world’s media has become familiar with the
campaign style for the Day and are therefore ready
to report on cancer because they have confidence in
the source and that there is evidence supporting all
messages.
Since our first foray into social media for World Cancer
Day in 2012 where we had around 20 million social media
impressions, we were this year able to grow it to over 934
million. (See growth below)
» 934,745,914 total social media impressions
» 204,582 tweets using the hashtag #WorldCancerDay
» 21,445 tweets using the hashtag #NotBeyondUs
»#
 World Cancer Day trending worldwide on 4th February
in multiple languages
» Materials translated into 27 languages

Results
The World Cancer Day campaign in 2015 exceeded
expectations in every aspect. The theme ‘Not Beyond Us’
resonated with cancer organisations, the general public
and journalists, who used the toolkits and supporting
materials in greater volumes than ever before. More than
half of all media stories mentioned UICC by name and this
has of course raised the profile of the organisations around
the world. Specifically:
» Membership engagement increased with over 70% of
our members doing something on/around World Cancer
Day (an increase from three years ago where we saw
only around 20% of members engaged). This will lead
to better engagement of our members in other UICC
activities.
»W
 e witnessed an upsurge in non-member cancer
organisations using the day to publicise their own
organisation and area of interest. We logged these and
will follow up in the coming months to sign them up as
UICC members.
» The online Map of Events on www.worldcancerday.org
recorded more than 700 events in 115 countries (up from
547 in 2013).

What you would do differently
» Have a longer lead-time for each campaign and be
working on the following year’s campaign before World
Cancer Day of the current campaign has actually taken
place. This would provide additional time for creative and
resource development, as well as fundraising.
»E
 mbrace social media as a core campaign component
earlier on. This year was the first time we had someone
dedicated to social media and had a much stronger
integrated campaign for it.
»B
 e better at ‘storytelling’ around the success of the
campaign and showcasing its value.
» Improve the fundraising strategy and have a stronger
‘Case for Support’ in place from the start (this ties in w