Using social media to inspire courage: A Memphis Fight On! cancer awareness campaign

Methodist Healthcare, West Clinic and UT Health Science Center joined in 2012 to form the West Cancer Center, a partnership between the three entities, to build a comprehensive cancer center serving Memphis and the Mid-South. To increase awareness of the West Cancer Center’s pioneering cancer care, the Memphis Fight On! Cancer Campaign was created. The foundation of that campaign is its digital strategy, which utilizes social media channels and a microsite optimized for mobile, tablet and desktop. The campaign’s goals are to create a movement among cancer patients and survivors to share the story of their fight against cancer, to instill hope in future cancer fighters, to help overcome trust issues among those who inherently mistrust the health care system and to support those going through their cancer journey. The campaign launched in July of 2013 and included fifteen videos of cancer survivors, cancer fighters and West Cancer Center physicians sharing their stories. The videos were posted to various social media sites and featured on the organization’s microsite. In less than 6 months, the social community is up to 3,618 and has been averaging 250-300 new likes a week. As the social community grows, so does engagement both on social media sites and our other digital channels. With such positive results, social media offers the optimal environment for creating social movements that address issues of hope, trust and support for those dealing with cancer.