Creative Idea: Live like you are on gifted time (not borrowed time).

“The Gifted Day” was a 24-hour social content series about appreciation from LVNG With. Each hour on leap day, the LVNG With community answered the question “what are you doing with your extra day of life?” We inspired people to never take life — not a minute, hour, or day — for granted. We asked everyone to celebrate “The Gifted Day” by doing just that — living!

Through a series of video vignettes, we spotlighted people truly appreciating life. Using a combination of footage, the films portrayed these moments honestly and with authentic emotion. We invited people to share how they appreciate life using the hashtag #GiftedDay on Facebook and Instagram.

• “The Gifted Day” project launched on 29 February 2016

• 31 social posts in 24 hours:

o 23 GIFs posted to Facebook

o 7 GIFs posted to Instagram

o 1 film/video posted to Facebook

• 283 average engagements per post

• 1,456 NEW social followers

• 24 unique promotional cards created (printed x400) and distributed to the community attached to balloons (Gaithersburg, MD; Wilmington, DE; New York, NY; Alderley Park, UK)

#GiftedDay resulted in a 67% higher view-through rate (views/total impressions) than similar programs. The non-pharma social benchmark is 22.94%. We achieved 38.37% with 445K video views and 1.5K new followers. In addition, our advocacy partners shared strong enthusiasm for the campaign by sharing our posts with their extended communities. We drove added awareness of the LVNG With program and continued to activate and connect the community of people living with lung cancer.