Cannes Young Lions: 2020 / 2021 Digital Competition - Silver Winner
Buying more time
Encouraging donations for more time in TikTok videos to
fund the cancer treatments that could save children's lives.
The clock is ticking to find effective, non-toxic cancer treatments for kids. The campaign to Make Every Second Count begins with a corporate partnership with TikTok. It launches by disrupting the TikTok platform: A small donation unlocks new functionality to make TikTok videos longer, so CureSearch For Pediatric Cancer can get children into life-saving treatments sooner.
Insight
There's no time to waste. Two out of three children who survive their cancer diagnosis develop secondary cancers, or lifelong issues, due to current toxic treatments. TikTok—one of the most downloaded apps in America and a corporation with 800 million global users creating videos and already making in-app purchases—is based on limited video time.*1 80% of active users in the U.S. are aged 16-34. Old enough to be the siblings, or young parents, of the children we're trying to save.*2 What if an unexpected corporate partnership with TikTok, and an even more surprising change to its platform, could give everyone more of what they needed?
Solution
Introducing the #EverySecondCounts campaign – a corporate partnership between TikTok and CureSearch that changes the way the TikTok platform works to fund the cures to childhood cancer. For a small in-app donation, users can lengthen their video content time. We'll extend the maximum content length to two full minutes, more than doubling the usual upload, for a week after donation. Proceeds of the time extensions will go to CureSearch. We'll also extend our campaign by expanding on existing behaviors in TikTok: a custom campaign hashtag so users can "duet" and encouraging a new "Ring the Bell" dance. The dance children do when they finally beat their cancer.
How it works
1. Change TikTok to allow more time
Put our cause in front of millions of users before they upload videos, educating them on CureSearch's important work, and the never been done before functionality their donation will unlock.
2. Built-in donation possibilities
App users on TikTok are also customers making in-app purchases for daily activities. Because the app is already tied to a card in their wallet, donations are only a double click away.
3. Making a critical impact
Encourage the use of our campaign hashtag on these extended videos, creating additional awareness for CureSearch and putting our cause on the trending list for even more exposure.
An inherently
social campaign's support
We'll support the campaign with additional social tactics to help raise awareness, encouraging influencers touched by our cause to share about CureSearch's resources. The general public already upload many of their TikTok videos to Instagram; this existing behavior will spread our mission to end childhood cancer even further. The novelty of the partnership, and platform update, could also generate priceless earned media.
Credits.
Art Director: Kenzie Tubbs
Writer: Meg Nuckolls
1 https://adage.com/article/tech/leaked-pitch-deck-reveals-how-tiktok-trying-woo-brands/2205906
2 https://wallaroomedia.com/blog/social-media/tiktok-statistics/#:~:text=
3 https://www.mobilemarketer.com/news/tiktoks-in-app-purchases-surge-sixfold-on-digital-coins-study-finds/556985/#:~:text=