Commentary

Web Site Excellence / Social Networking (Excluding Facebook, MySpace): The CementBloc / Share The Little Things sponsored by Celgene / Share The Little Things

Share the Little Things

Women with metastatic breast cancer and their caretakers are an under-served population that is often overshadowed by larger breast-cancer awareness campaigns, which typically emphasize early stage breast cancer and prevention. To give a voice to and empower this frequently overlooked segment, the CementBloc and client Celgene created a social community focusing on the "little things" that count for patients battling an ongoing illness not in remission. The centerpiece of the campaign was a ShareTheLittleThings Web site enabling visitors to post a story, a photo, a piece of art - anything that pays tribute to living and coping with metastatic breast cancer. The site also featured high-level information about the disease and an extensive list of online resources. A Web banner campaign drove awareness and traffic to the site, which generated more than 32,000 visits and deep engagement with content (four pages per visit and an average of 1.5 minutes per visit).

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