Creating conversations around blood clot risk

The challenge

Blood clots can happen to anyone, at any age. Thrombosis UK is a charity that aims to both raise awareness of the risks, signs and symptoms of blood clots (venous thromboembolism – VTE) whilst also supporting those who have suffered from clots.

Despite 1 in 20 people experiencing a VTE in their lifetime, the signs and symptoms are widely unknown. Thrombosis UK wanted to create a hard-hitting social media campaign, that coincided with National Thrombosis Week in May, to reach a diverse range of people and spread information about blood clots.

Our approach

We know that emotive content performs well and drives engagement with disease awareness programmes. Through close work with Thrombosis UK, we identified its rich bank of patient stories, with a range of experiences. This allowed us to tell real stories that truly reached and resonated with people for the duration of National Thrombosis Week. We created unique infographics that aligned with Thrombosis UK’s branding and a comprehensive content calendar to ensure a smooth roll out of the campaign. We brokered strong relationships between Thrombosis UK and the influencers before the campaign launched to amplify reach.

The results

The campaign content resonated with the target audiences, with a combined reach of 52,592 and a 290% increase in visits to Thrombosis UK’s website. The reaction to the campaign was extremely positive, with multiple comments from users who found the information incredibly useful and the stories very touching. One Facebook user even said they learnt more from our campaign than from the hospital.

On Instagram we saw a reach of 34.9k, up 1.3% from the previous period

Similarly with Facebook, the reach jumped to 16.4k, with an engagement rate increase of 593%

 “Curious Health’s strategic counsel and thoughtful approach helped us shine a light on our patient community and resulted in impressive engagement. As a result of the campaign, we’ve had more personal accounts shared with us, and we’ve changed how we present these stories on our social channels. We are extremely grateful for Curious Health’s support on this campaign.”
Jo Jerrome, CEO, Thrombosis UK

What this shows

Well-designed, emotive content and people’s stories together with a strategic channel plan, can get the cut-through at busy times. With people learning more from the campaign, than from the hospital, social media can be a force for good.