Lymphoma Association

When armpits are the answer.

The challenge
The Lymphoma Association is the only specialist UK charity that provides medical information and support to lymphatic cancer patients, their families and friends.

Because the condition is still relatively unknown compared to other forms of cancer, the charity has a need to drive awareness of lymphoma, and in particular, the symptoms of lymphatic cancer.

• Persistent lumps
• Itching
• Tiredness
• Sweating

They also needed to reach a difficult audience – students, whose age group is particularly susceptible to lymphoma.

The idea
To draw attention to the armpit in a memorable way, we decided to draw on the age-old tradition of the pitfart. That is, a form of entertainment that combines a cupped hand with a moist armpit to produce a particular sound.
A pitfart competition would get students thinking about – and talking about – their armpits, while promoting the charity’s message of underarm awareness.

The strategy
The Pitfart campaign is being launched at freshers’ fayres, as well as on campus across the country. A social media strategy is also driving attention and traffic.

Students have four months to enter the competition to win a trip to Paris. The competition closes 2nd March 2010.

What’s good about it?

Well, not everyone would respond to a brief like this with a pitfart.
As for results, the campaign only launched in November 2009, so it’s a little early to tell. We’ll keep you posted – click here if you’d like to find out more.