Winner: Golin on behalf of Astellas - #pass4prostate: Astellas' unlikely match to raise awareness for prostate cancer
Pharmaceutical company Astellas exists within an industry of established brands that carry a high degree of consumer recognition. Built on a 120-year heritage but having formed only 10 years ago, Astellas lacked broad name recognition beyond individuals impacted by the life-changing medicines the company makes.
In 2015, Astellas sought to increase global awareness of, and engagement with, its corporate brand, and worked with Golin to make that happen. Concurrently, the company sought to raise awareness of its oncology therapeutic area to improve knowledge of its commitment to prostate cancer advocacy and research—the second most common cancer in men—and engage more people and organizations in the conversation about this critical men’s health issue.
To bring Astellas’ commitment to life, the company challenged fans around the world to #pass4prostate to drive awareness of the impact of prostate cancer and raise funds for research. The #pass4prostate challenge encouraged people to “pass” along their support for the program by posting a video of themselves tossing a ball or inanimate object, using #pass4prostate, on their social media channels, or by simply sharing a message of support. For every #pass4prostate social share, Astellas donated funds to one of several prostate cancer organizations in Australia, Canada and the United States, up to a total of $125,000 USD.
The campaign launched in Australia, where the ceremonial match ball began its nearly 10,000 mile journey to Chicago for a rugby showdown between the USA Eagles and Qantas Wallabies at Chicago’s Soldier Field on Sept. 5, 2015.
Conversation around Astellas spiked as the campaign grew in prominence. Social media posts on Twitter and Facebook mentioning Astellas jumped nearly 50% in the months of the campaign, August through October 2015. Astellas was mentioned with prostate health 315% more during the campaign than it was in the months prior.
Honorable Mentions:
- Acorn: An Influence Company - #WeSparkChange
- Mars, Incorporated - M&M’S Red Nose Day Campaign