Children with Cancer UK, the leading national children’s charity dedicated to research into cancer in children and young people, has released “Ring the Bell”, a social video featuring a specially created interactive digital out of home installation. The video captures shoppers interacting with the digital billboard at Westfield London and donating via their mobile phone.
The digital billboard creative encouraged 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 could 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.
Created and produced by Grand Visual, footage from the live two-day event was captured and shared online, 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.
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.
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.”
Dan Dawson, Chief Creative Technology Officer, Grand Visual, said: “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.”
Source: Grand Visual