Roy Castle Lung Cancer Foundation

Follow My Lead

The things people have said to people with lung cancer are just shocking, and so to highlight this the Roy Castle Lunch Cancer Foundation and their communications agency Virgo Health identified a universally relatable patient insight that people often feel nervous and uncomfortable when speaking to someone living with cancer and teamed up with stand-up comedian, John Ryan, to address this awkwardness and find a better way to talk about lung cancer.

Blonde were approached to produce and direct a humorous but informative ‘one-shot’ film to address the awkwardness, to support family and friends when talking to loved ones with lung cancer and ultimately to help change people’s perception and behaviour towards lung cancer patients.

Expected social engagement rates doubled, alongside an earned collaboration with TFL and a Sky News Twitter debate, the film paid off and created the Foundation’s ‘best campaign yet’.


Winner – Social Media Campaign of the Year – PRmoment Awards for London and The South

Finalist – Healthcare Campaign of the South – PRmoment Awards

Finalist – Not For Profit Campaign of the South – PRmoment Awards

Finalist – Community Engagement Campaign of the Year – PRmoment Awards

Finalist – Excellence in Patient Programmes – Communiqué Awards

Finalist – Best Use of Content Marketing in a Campaign – PRCA Digital

Finalist – Best Social Media Campaign – PRCA Digital

Follow My Lead had good creativity and was open and honest using patient insights in a clever way to execute it. It was simple but effective with a great use of humour. The judges liked their broad channel use, how it captured a wide audience and the insight feeding into the strategy. Judging Panel Communiqué Awards PMLive
Judging Panel Communiqué Awards PMLive
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