Facebook ‘Dot’ Campaign Spurs Thousands to Change Profile Photo

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Lung Cancer Action Network kicks off a profile picture campaign to raise awareness about lung cancer.

This campaign was designed to remind us that anyone can get lung cancer and everyone can help.

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The Lung Cancer Action Network (LungCAN ®), a collaborative group of 21 lung cancer advocacy organizations, launched a Facebook campaign that has gone viral. The campaign encourages people to change their Facebook profile photo to raise awareness about lung cancer. The profile image is of fourteen dots, 13 white dots and one orange dot, which represents that 1 in 14 people will be diagnosed with lung cancer in their lifetime.

“It is difficult for lung cancer to get the national attention and funding it needs to end this 50+ year epidemic,” says Tracy Sestili, CEO of Social Strand Media, the agency behind the campaign. Lung cancer represents 27% of all cancer deaths in the United States and has one of the lowest five year survival rates of all cancers. LungCAN is encouraging anyone affected by the disease to change their profile photo to start a dialogue about lung cancer. Sestili also adds, “The fundamental problem with lung cancer is that no one talks about it. This campaign was designed to remind us that anyone can get lung cancer and everyone can help.”

As part of LungCAN’s social media efforts around Lung Cancer Awareness Month, the original image has created over 40,000 impressions and counting in just under a week. In addition to the image being uploaded and shared, Social Strand Media cross-promoted the campaign on Twitter and other social networks pointing them back to the origin of the campaign on Facebook.

About LungCAN®
The Lung Cancer Action Network is a collective group of lung cancer organizations united to serve as a vehicle, filter, incubator for the exchange of ideas and information. LungCAN® facilitates and enhances opportunities for collaboration with the focus on lung cancer. For more information about LungCAN®, visit LungCAN.org.

About Social Strand Media
Social Strand Media is a small boutique agency headquartered in San Francisco, CA, helping elevate brands to the next level through social media.

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Tracy Sestili
@SocialStrand
since: 01/2011
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