UHN in partnership with Doctors Of Thoracic Surgery approached Q Media Solutions with a unique challenge. To grow awareness around the symptoms of esophageal cancer.

The general five-year survival rate for esophageal cancer is approximately 20%, with survival rates varying between 5% and 47%. Early detection significantly improves the five-year survival rate for this cancer.

One of the issues standing in the way of early detection is that the symptoms of esophageal cancer can initially be misinterpreted as less serious ailments like GERD or acid reflux and people turn to over-the-counter treatments as people treat the symptom and not the cause. This course of action can drastically diminish survival rates which means that getting the word out to the target demographic that could be impacted by this type of cancer (and those that love them) could not only deliver on KPIs but also save lives.

I started by looking at the section of the population most likely to develop this type of cancer. Males 50+ with diets that include excessive consumption of alcohol, saturated fats and processed food. Using this knowledge, I created a target audience of 50+ males that indicated interest in different beer and alcohol brands, fast and fast-casual restaurants. Knowing that in medical diagnosis, partners often play a massive role in motivating their partners to get issues checked out by their doctor, I also created an audience of 50+ married females.

The Campaign drove a total of 555,302 impressions across Facebook and YouTube and 270,658 views. At $0.02 per view we paid half the average CPV at the time of the campaign ($1.32 cheaper than the healthcare industry average). We drove 3236 clicks to the website where people could view a full list of symptoms with a CTA and resource page to find a physician near you.

Client: UHN & Doctors Of Thoracic Surgery (DOTS)

Documentary: Q Media Solutions