Spreading Hope to Drive Pediatric Cancer Awareness

Background: Around 10,000 U.S. children are diagnosed with cancer every year. Prior to partnering with Praytell, the non-profit Hyundai Hope On Wheels (labeled HHOW), dedicated to help kids fight cancer, did not consistently utilize external communication tactics, including social channels, to spread the organization’s mission and success stories which could help raise money and awareness for this vital cause.
Insights: Through social listening and industry research, Praytell uncovered that patients, supporters, and survivors of pediatric cancer use their social media channels to share personal experiences and show support to those going through challenging times. Tapping into this consumer mindset, Praytell crafted a robust social media strategy to help establish HHOW as a leading advocate of the pediatric cancer community.
Strategy: To reach and engage existing and new audiences, we deployed an organic and paid content strategy, consisting of a steady drumbeat of inspiring messaging and compelling creative across the organization’s key moments throughout 2022 while layering on tentpole campaigns at key organizational milestones. Praytell helped redefine the organization's voice and tone, and creative look and feel to allow for a more consistent storytelling stream. Program highlights include:
A multi-series of social posts and stories to highlight HHOW’s milestone of exceeding $200M in funding for pediatric cancer research leaning in on the pillars of education, awareness and action.
Praytell developed a bespoke campaign to further raise awareness during Childhood Cancer Awareness Month. The campaign, “Find Hope”, encouraged users to find easter eggs in the organization’s social posts and share answers in the comments. A teddy bear was donated to a child battling cancer for each entry.
Praytell developed engaging and dynamic social content including Reels videos and GIFs, to promote the organization’s annual National Youth Ambassador Program and elevate news of grant recipients, leveraging their stories and impact to drive an emotional connection to the cause.
For the 25th anniversary, Praytell developed a content series, “Hope Defined”, that spotlights key members of the organization, cancer survivors and grant recipients, sharing what “Hope” means to them, all with the goal further driving the organization’s mission.