Dempsey Center Campaign: Driving Awareness and Raising $1.2M for Cancer Care
The Dempsey Center is a non-profit organization founded by actor Patrick Dempsey in 2008. Its main objective is to enhance the quality of life of cancer patients. The center offers exceptional cancer care services that are personalized and provided free of charge. To encourage people to participate in the Dempsey Challenge, an annual run/walk/ride experience to benefit the Dempsey Center, the organization launched a campaign in collaboration with Amgen Oncology.
I was responsible for developing an extensive social media plan to educate the audience about the Dempsey Center and increase awareness. The plan included directing people to the Dempsey website and hosting an Instagram Live event with Patrick Dempsey and the Head of Amgen Oncology. We also included a personal message from Patrick Dempsey on the first slide of the campaign to serve as a powerful call to action. As a result, we saw higher engagement rates, including likes, comments, and shares. Our strategy effectively utilized Dempsey’s influence to authenticate the campaign’s message, which increased awareness and inquiries about the center’s services.
This approach proved highly effective in highlighting the potential of combining celebrity endorsement with well-crafted social media content to engage and inform an audience. The campaign received over 60K organic video views, thousands of shares, and a 10% engagement rate. The Dempsey Center was able to meet its goal and raise $1.2 million for the center. This campaign was also a finalist in the Shorty Awards. Read the full impact at Amgen.com.
All artwork is designed by Arie Opzeeland.
All artwork is designed by Arie Opzeeland.
