Four Strategies for Impactful Cancer Awareness Month Content on Social Media

By Madison Skipper, Lead Social Media Coordinator, Moffitt Cancer Center

View of smartphone with an Instagram post about cancer awareness observancesCancer awareness months present a unique opportunity to educate the public, promote early detection and amplify the mission of your cancer center. These observances can serve as a roadmap for your content calendar. Popular cancer-related topics often align with awareness months, allowing you to anticipate trending media discussions and create timely, relevant content.

Here are tips for navigating cancer awareness content effectively and creatively.

Plan Ahead

Planning is key to executing successful awareness month campaigns. Map out your content calendar in advance by identifying key dates and themes. For example, Breast Cancer Awareness Month might include National Mammography Day or specific fundraising efforts at your institution. Planning ahead allows you plenty of time to reach out to experts, create quality content and be consistent with your posting frequency and messaging.

Using tools like Sprout Social, Hootsuite or even a simple spreadsheet can help you stay organized. Ensure your calendar balances awareness-focused posts with other topics and content to avoid overwhelming your audience with repetitive messages.

At Moffitt Cancer Center, we begin brainstorming content 4–6 weeks before an awareness month. This gives us ample time to create content while remaining flexible to adapt to trending topics or unforeseen production delays.

Prioritize Content Diversity

When sharing cancer awareness content, create different types of content to keep your audience engaged. Experiment with a variety of formats to educate and connect.

To avoid creativity fatigue, use resources like ChatGPT or social listening tools. Simply scrolling on social media, subscribing to industry newsletters or following other social media professionals on LinkedIn can also inspire new approaches.

At Moffitt Cancer Center, we like to feature our experts, especially in content tied to the cancer awareness months. This type of collaboration brings a human side to the cancer type and adds credibility to our content. Here are examples from Lung Cancer and Breast Cancer Awareness Months.

Other cancer awareness content ideas:

  • Infographics: Create branded graphics to share impactful statistics.
  • Patient Stories: Feature personal stories from survivors or patients (with consent).
  • Videos: Create short videos highlighting prevention tips, debunking misconceptions or sharing screening recommendations.
  • Q&A: Host a live question and answer session on Facebook or Instagram Live with an oncologist.
  • Behind-the-Scenes: Share content of your team participating in screening or awareness activities.

Aim to Educate, Empower and Support

Creating content about sensitive topics like cancer can be challenging, but incorporating storytelling and a human element makes it more engaging. Remember that your audience represents a wide range of perspectives, including current and former patients, caregivers and community supporters.

As a cancer center, focus on educating, empowering and supporting your audience.

Educate:

  • Share accurate, research-backed information.
  • Address common myths and misconceptions.
  • Avoid click-bait.

Empower:

  • Provide actionable information, like prevention tips or how to prepare for treatment.
  • Promote events and resources.

Support:

  • Foster a sense of community by creating content that helps everyone feel seen and valued.

Leverage Analytics

Analytics are invaluable during and after campaigns. Track key metrics like engagement, shares and impressions to adjust your strategy in real time. For example, if infographics outperform videos, lean into that format. Use these insights to continuously refine your approach for future campaigns.

What tactics have worked for you during awareness months? Join the Digital Strategies Affinity Group to share your insights.

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