A letter to Brad Pitt to save himself from colon cancer. Or how a letter to Brad Pitt can boost a campaign. Because that is what happened with the newest campaign from the Belgium Stop Darmkanker (Stop Colon Cancer).
They sent a letter to Brad Pitt to 10 different addresses, from the Jolie-Pitt residence in France to Brad Pitt’s production company Plan B, hoping at least one of the letters will reach it’s destination. The complete letter was posted on www.dearbradpitt.com.
Why Brad Pitt? Because of his 50th birthday last December. From the age of 50 the risk of colon cancer is significantly higher. Good thinking by the campaign team!
The campaign quickly became a viral hit in Belgium and the Netherlands. And the final hit was given with Thunderclap.
Thunderclap is a crowdspeaking platform that helps people be heard by saying something together. It allows a single message to be mass-shared, flash mob-style, so it rises above the noise of your social networks. By boosting the signal at the same time.
314% of the goal was supported. With a social reach of 1,251,851 people. That’s enormous.
The letter for Brad Pitt including the colon cancer test:
The main goal was obviously something else. If colon cancer is detected early, there is a 95% cure rate. The test costs as little as 5 or 15 dollar. But in Belgium, as in many other countries, hardly anyone knows about it. Which is why the number of deaths is higher than that due to breast cancer.
The main goal of the campaign is achieved. People are talking about the test.
And Brad Pitt?
A host at the national radio tried to call Brad Pitt. Of course they didn’t get any further than the assistant of the assistant of the manager’s manager (or so), but they did confirm: they will send the letter to Brad Pitt.
Will he answer the letter? That’s unknown. Who cares.
This new case video is about the story and the campaign: