Macmillan's Cancer Campaign Simulates the Disease with an Isolation Box
Laura McQuarrie — February 20, 2015 — Marketing
References: macmillan.org.uk & prexamples
In order to simulate the kind of seclusion that people with cancer often face, Macmillan Cancer Support set up an isolation box in Paddington Station. This stunt was part of the group's Not Alone campaign, communicating the loneliness that can comes with the diagnosis and treatment process. Inside the box, members of the public have the chance to listen to audio recordings of people talking about their experience with the disease. Despite being surrounded by tons of people, the booth blocks out most sights and sounds, leaving you feeling utterly alone.
By encouraging introspection and reflection, the campaign makes it easy to put yourself in the shoes of someone else who has suffered. In order to decrease these kinds of feelings, Macmillan Cancer Support provides tips and resources for patients, survivors and their families.
By encouraging introspection and reflection, the campaign makes it easy to put yourself in the shoes of someone else who has suffered. In order to decrease these kinds of feelings, Macmillan Cancer Support provides tips and resources for patients, survivors and their families.
Trend Themes
1. Immersive Experiences - Creating immersive experiences that simulate certain conditions or emotions can engage audiences on a deeper level and raise awareness for important causes like cancer.
2. Emotional Connection - Tapping into emotions and fostering empathy through immersive experiences can create powerful connections with consumers and drive meaningful action.
3. Awareness Campaigns - Using unique and thought-provoking methods, like setting up an isolation box, can attract attention to important issues and encourage dialogue and support.
Industry Implications
1. Non-profit Organizations - Non-profit organizations can explore immersive experiences to engage with their target audience and create a deeper understanding of the causes they support.
2. Healthcare - Healthcare providers can utilize immersive experiences to educate and raise awareness about diseases, treatment options, and the emotional impact on patients and their families.
3. Event Marketing - Event marketing companies can employ unique and innovative concepts, such as isolation boxes, to create memorable and impactful experiences that leave a lasting impression on attendees.
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