To raise awareness of ovarian cancer symptoms, we created 4 mysterious Twitter accounts and followed thousand of people.

Despite the accounts being verified and tweeting regularly, they got ignored. On World Ovarian Cancer Day 2022, it was revealed that those people

had all been #FollowedByCancer. The accounts were the 4 main symptoms of ovarian cancer. Symptoms that in real life, are also easy to ignore.

In just 72 hours, #FollowedByCancer was viewed 5.5M times on the platform and received more than 200K interactions. 

This campaign was created in partnership with Twitter Next UK as a result of winning the global competition #PoweredByTweets.

The winning price included £100K of media budget and the support of Twitter's specialist to bring the idea to life.