• by Larissa Faw , March 2, 2016

February 29 is often thought of as a "bonus" day of the year. Now, this concept is forming the basis for a social-advocacy campaign developed by DigitasLBi for LVNG with Lung Cancer, a social community for those affected by lung cancer.

This community is linked to DigitasLBi pharma client AstraZeneca though its Digital Innovation Group in the UK, and includes lung advocacy groups, and people living with lung cancer.  

The campaign centers around the film titled “Gifted Day” that celebrates Leap Day's bonus 1,440 minutes because it means an extra chance to spend time with loved ones and friends.

The video opens with the words "None of this was meant to happen" and then shows people smiling and enjoying life, through regular activities like running with a dog or running upstairs. 

The campaign is seeded via social media, where people are encouraged to embed the Facebook video onto their site, as well as through live events and educational forums. 

"When Leap Day came around it seemed too good of an opportunity to pass us by. It’s an extra day of living that only comes around every four years. And who better to appreciate an extra day of living, than people for whom every day is a gift?" asks Carlos Ricque, SVP, creative, DigitasLBi.