Convening over 320 senior professionals in associations at the famous Hurlingham Club in London, the Association Excellence Awards (AEA) ceremony recognises individuals, teams and initiatives, and highlighted excellence in how associations operate and serve their members.
The Union for International Cancer Control (UICC) was shortlisted in the Best use of social media category for the 2016 World Cancer Congress campaign. UICC developed a fully integrated multi-channel social media campaign to support the 2016WCC global communications strategy. The campaign, which ran over an 18-month period, ensured the delivery of a successful event leveraging communication and interaction opportunities on Twitter, Facebook and LinkedIn. After a period of activation and engagement of the online health community ahead of the event, the campaign’s success peaked, in terms of interactions, during the event itself, which took place from 31 Oct to 3 Nov. The campaign resulted in a total of 13,300 tweets sent using the official hashtags #2016WCC or #CancerCongress, contributed by 2,953 people reaching 6.7 million unique Twitter users and increasing the event’s exposure by 76% from the previous edition.
An impressive 64% of the Congress sessions were live-tweeted to extend the onsite discussions to the entire online health community and invite UICC members, not able to attend the event, to play a key role in shaping the dialogue around cancer control. Fully aligned with UICC's efforts to unite the global cancer community, the 2016WCC campaign reinforced the organisation's position as a social media influencer within the online health community and as a key pillar in raising cancer awareness on social media.
UICC is delighted to be the winner of the Associtations Excellence 'Best use of social media' Award which acknowledges not only the efforts of the internal team at UICC but also the invaluable support of the online cancer and wider health community, our members and partners, and the communications volunteers who hugely contributed to the success of this campaign. The AEA Judging Panel 2017 highlighted the good use of social media to extend reach of conference and engage those unable to be physically present, and referred to the 2016WCC social media campaign as a comprehensive and encompassing campaign.