The #CareOnCampus campaign aimed to raise awareness of Dana-Farber Cancer Institute among college students. Goals included increasing engagement on social media and educating students on ways to give back. The interns developed a hashtag, coordinated a blood drive, and engaged influential social media users to promote participation. Though the blood drive yielded modest results, the campaign was successful in generating social media reach and page views. Areas for improvement included event location and timing, as well as incentivizing participation. Overall, the interns learned valuable lessons about planning a multi-faceted awareness campaign.

1. B Y : M E G H A N D U N N , M A R I A K A E S T N E R ,
A M A N D A B R I D G E , & N I C O L E J A C Q U E S
Intern Collaboration Project:
#CareOnCampus Campaign

2. Goals
 Raise awareness of Dana-Farber among college-aged
students
 Increase engagement with current followers
 Educate followers and college-aged students on the
importance of giving back to the community and
Dana-Farber
 Inform college-aged students of ways to give back to
Dana-Farber directly

3. Methods
 Find college-age students on social media
 Engage college-aged students on Twitter to promote
giving back
 Develop #CareonCampus hashtag to aggregate and
track results
 Coordinate blood drive
with Kraft Family Blood
Donor Center

4. Engaging Audience on Social Media
 Developed #CareOnCampus campaign
 Drafted tweets to share information and encourage
participation
 Selected influential tweeters to engage and promote
our campaign
(add examples)
 Posted information on
Facebook and Instagram

6. Bringing the Campaign to Lesley University
 Worked with Kraft Family Blood Donor Center to
organize a blood drive at Lesley University
 Toured Donor Center prior to visit in order to be well informed
for the day of the event
 Developed promotional materials to distribute to
students
 Engaged students in dialogue
 Attracted attention via 2 giveaways

7. Results

8. #CareOnCampus by the Numbers

9. Impressions and Reach
 Total mentions, shares, and likes = 527
 40% below the age of 34
 75.6% from MA
 70.5% female, 29.5% male
 Facebook unique reach= 4,518
 Page views=2,446- more than previous campaigns
 Follower growth= 23 new/day- on par with previous
campaigns’ growth

10. Influential Tweeters

11. Most Popular Posts

12. #CareOnCampus Costs
 $125.53 was spent on handouts
 No money was spent on post promotion; however,
this could be a way to improve future campaigns

13. Areas for improvement – Event
 Lesley University has a large commuter population
 Bloodmobile parked near dining hall and dorms
 Not an ideal location to target commuters
 Mondays and Fridays are traditionally the slowest
days for Blood Drives
 Drive was moved last minute
 Originally scheduled to be at UMass Boston
 Prevented extensive and proactive promotion, especially from
Lesley

14. Areas for Improvement – Campaign
 $25 gift may not have been a strong enough
incentive to participate
 Direct messaging only occurred during the middle of
campaign
 Direct message when campaign kicks-off
 Engage more with local volunteer organizations
 Kicked-off campaign during midterms
 Students may not have time to give back
 Participation was low, but there was a lot of interest and
retweet generation

15. Successes
 Campaign was worthy enough to gain new followers,
retweets, page views
 284 students received handout
 12 units of blood were collected
 Inspired future donations – 4 deferrals
 Connected with popular tweeters
 Overall, raised awareness
 Had more page views than previous social media campaigns at
Dana-Farber

16. What We learned
 The necessary research in order to plan a successful
event
 Effective Twitter hashtag
 Bloodmobile schedule
 Working with third party groups
 Approval and Legal constraints
 How to aggregate and track results of a social media
campaign using a hashtag
 Collaborating with fellow interns to plan and execute
a successful campaign