Children with Cancer UK, the leading national children’s charity dedicated to research into cancer in children and young people, has today, October 16, 2018, released ‘Ring the Bell’, a social video featuring a specially created interactive digital out of home installation.
The digital billboard creative encourages the public to show their support by shaking their phone to ring the end of treatment bell – signifying the moment when treatment for young patients is complete. By entering their name into a web address on their mobile phone, participants can immediately start interacting. Shaking their handset to trigger the bell, participants are then shown heartwarming personal stories of children ringing the end of treatment bell, followed by a personalised on-screen thank you message.
Jason Rigby, Director of Fundraising & Communications, Children with Cancer UK, commented “For a child with cancer, the sound of the ringing bell is a huge milestone, the moment when treatment is complete, and families can begin to return to normal family life again. But two out of ten young children still don’t survive cancer, which is why we need the public’s help to continue to fund vital specialist research to help save the lives of children with cancer and keep families together. This campaign has made a huge difference both OOH and online where the footage continues to reach new audiences.”
Created and produced by Grand Visual [1], footage from the live two-day event is captured and shared online at childrenwithcancer.org.uk/ringthebell, and across Children with Cancer UK’s social media channels: Facebook, Instagram, LinkedIn, Twitter and YouTube. Grand Visual provided interactive tech-build for the mobile, gesture-controlled campaign and OOH media was planned and booked by Talon and Accord. Mobile donations can be made by texting ‘BELL’ to 70020.
Dan Dawson, Chief Creative Technology Officer, Grand Visual, told us “This is a great example of using innovative Digital OOH events to provide content and talkability for a brand’s all-important digital and social channels. Children with Cancer UK have created a compelling outdoor event that gets people hands-on and interacting with the charity’s creative whilst also delivering a shareable experience which is now gaining traction online.”
For Childhood Cancer Awareness Month 2018, the charity is encouraging supporters to share their reasons for supporting those affected by childhood cancer using the #WearTheRibbon hashtag.