The American Academy of Family Physicians represents 129,000 physicians and medical students nationwide. Familydoctor.org is the AAFP’s award-winning consumer website, featuring physician-reviewed patient education materials. Familydoctor.org is a trusted source for medical answers and advice used by both physicians and consumers.
AAFP partnered with Social Driver to create a social media campaign that increased engagement and interaction on Familydoctor.org, producing engaging and educational content on a variety of medical and social conditions. The development of the video coincided with Breast Cancer Awareness month.
The video inspired substantial engagement across social platforms. Users were compelled to share personal stories about their journey with breast cancer, while contributing to a larger conversation, not only during breast cancer awareness month but beyond. As one of the top-performing posts of our campaign, the video attracted attention to other important medical resources on Familydoctor.org.