#BestToCheck
According to multiple neurological studies, teenagers are biologically wired to respond to peer influence. That’s because their brains undergo changes that make them highly attuned to social situations.
At the same time, the reward system in the teen brain becomes extra sensitive.
“Research shows that even just having one other peer around can change the reward response in the brain and also the risk-taking tendencies of teenagers,” said Dr.Emily Falk, University of Pennsylvania.
To get teenagers to take cancer seriously and check themselves regularly, we needed to influence them with people they liked, followed and respected.
The best place to do that? TikTok.
Last year, TikTok surpassed Google as the most-visited site on the web. About two-thirds of teens say they have used TikTok with 16 percent of those saying they use it almost constantly, (Pew Research, 2022).
We teamed up with TikTok influencers – @MrTov, @just_mattt, @stevenmckell – to create short videos in their own styles that included a range of cancer symptoms and the call to action #BestToCheck, complete with bespoke animations.
The results:
The final videos received over 8 million views with over 300,000 interactions.The charityalso moved up 3 places in Brand- Vue’s ‘100 Most Loved UK charity Brands’ list– from 47th to 44th.
Most importantly, UK searches for ‘Teenage Cancer Trust’ increased by over 213% over the course of the campaign, making a real difference to young people’s lives.
#BestToCheck
According to multiple neurological studies, teenagers are biologically wired to respond to peer influence. That’s because their brains undergo changes that make them highly attuned to social situations.
At the same time, the reward system in the teen brain becomes extra sensitive.
“Research shows that even just having one other peer around can change the reward response in the brain and also the risk-taking tendencies of teenagers,” said Dr.Emily Falk, University of Pennsylvania.
To get teenagers to take cancer seriously and check themselves regularly, we needed to influence them with people they liked, followed and respected.
The best place to do that? TikTok.
Last year, TikTok surpassed Google as the most-visited site on the web. About two-thirds of teens say they have used TikTok with 16 percent of those saying they use it almost constantly, (Pew Research, 2022).
We teamed up with TikTok influencers – @MrTov, @just_mattt, @stevenmckell – to create short videos in their own styles that included a range of cancer symptoms and the call to action #BestToCheck, complete with bespoke animations.
The results:
The final videos received over 8 million views with over 300,000 interactions.The charityalso moved up 3 places in Brand- Vue’s ‘100 Most Loved UK charity Brands’ list– from 47th to 44th.
Most importantly, UK searches for ‘Teenage Cancer Trust’ increased by over 213% over the course of the campaign, making a real difference to young people’s lives.
