SOCIAL/DIGITAL OOH/PRINT/ EXPERIENTIAL

The task: to strike out against the big “C”

Following touchpoints were recommended:

Remission Statements: Life is better after cancer. Document the dreams and hopes and goals of cancer surviviors.

Launch Event: An Inaugural event in Central Park, NYC where we bring together and create the record for the largest gathering of cancer patients in remission ever. This becomes an annual event, survivors statements are projected on Jumbotron screen in Central Park as well as simultaneously on the Jumbotron in Times Square.

Print/tv/Online shorts/Rich media banners: Showcase real life survivors and their remisssion statements.

Book: It’s a published book that is at every doctor’s office as well as for sale online and in book stores. A collection of photojournalistic stories about people who took life by the horn’s after cancer. Funny, poetic, poignan... People are encouaged online to share their story and have it become part of the series.

Facebook: users post their own remission statements. There is a live feed of the statement to Times Square and every day a different statement is chosen. As people “like” the status, the “likes” also post and tally on the screen in real time for people to see. Facebook also encourages survivors to fill in the blanks of their story by creating a template: “Cancer gave me the ________to finally____________.

Strike Out Against the Big “C”: Varian sponsors a NY Times Front Page takeover (online and maybe offline), where every capital ‘C’ that appears on the page is erased. Varian sponsors a large-scale projection in a high-traffic area where passers by are asked to digitally sign a petition against cancer. Can also use smart phone to scan a QR code and their name appears on the screen. Once 100,000 signatures are collected, Varian donates $100,000.

Mob of Hope: Let’s start a huge-scale social experiment. What if thousands of people got together and sent out their wishes of hope and support to ONEcancer patient. People go to site to sign up to support “Jessica Graybill”. They follow her through her treatment, wishing her well, etc. When her cancer goes into remission, the site announces a universal moment of cheer at a specific time on a specific day. People then sign up to support the next survivor and so on and so on and so on.