To mark Scotties' 10th anniversary as a proud supporter of the Canadian Breast Cancer Foundation, we created an emotionally charged video awareness campaign that gave women suffering from the disease a chance to tell their stories and to thank one special person in their support network. Their moving accounts demonstrate the exponential value of even the smallest support. As the lead strategist and writer on this project, I developed the concept, wrote the script, oversaw the video production and created all content for the Facebook app and posts.
The campaign was a huge success. At its midpoint, the main video had achieved 4 times the typical view rates and the ads an exceptional 5% click-through rate. An impressive 35% of viewers watched the video to 95% of its length.
