The symptoms of bladder cancer are confusing. According to a global survey of bladder cancer patients, more than half (57%) are initially misdiagnosed. Many spend needless time believing they have an issue such as a UTI or kidney infection, because the symptoms are very similar. The World Bladder Cancer Patient Coalition (WBCPC) saw this uncertainty as an opportunity: to educate, raise awareness, and drive urgency.
As a solution, we created the ‘Unsure Icon’ – a globally recognisable visual prompt designed to start a conversation. Working with internationally awarded illustrator Noma Bar, the icon was teased across social channels ahead of Bladder Cancer Awareness Month, asking people what they saw and gathering many varied responses. We then revealed the icon’s purpose, the blood drop, surrounded by a visual of the bladder, doubled as a clock hand to encourage people to act quickly if they spot blood in their pee.
The icon also informed an online game ‘Spot the Drop’ that emphasised the importance of early diagnosis, challenging people’s reaction times across the globe.
Being a visual first campaign, the icon communicated seamlessly in multiple markets and showed up as animated social, in posters on GP surgeries, a browser-based reaction game and even as an enamel pin badge worn by stakeholders across the world, including Mansoura and Malawi in Africa, Brazil, Mexico, India, Japan, Spain and the UK.
Campaign performance during bladder cancer awareness month reached 9.4m WBCPC stakeholders through social platforms, 4.3m+ on Facebook, achieved 146m Twitter/X impressions and 6.8k link clicks on WBCPC owned channels.
Interactions to the WBCPC site were record breaking and awareness of bladder cancer’s symptoms were amplified across Europe & the world.
Social media impact increased, reaching an astounding 175% growth and the bladder cancer patient advocacy community witnessed a five-fold increase compared to the previous awareness month.
