Hologic Breast and Skeletal Health: A public health campaign with social impact
Coronavirus has severely disrupted vital cancer screening, but with a resumption of screening services we needed to give women the confidence to return, leveraging Breast Cancer Awareness Month as a platform to kick-start the campaign.
We used a simple public health based approach to messaging to drive awareness and a clear call to action to a landing page where women could learn more about why time is of the essence when it comes to breast screening. Our creative centred around clocks, with alarm bells designed to represent breasts. It was a bold and eye-catching way to bring to life the key message via static and animated posts. The campaign and landing page was run on Facebook across Spain, Germany and the UK, with all content translated for each market and tailored to our target audience of women 50-70 who are eligible for breast screening.
With a modest paid social media budget, the 4-week campaign reached millions of women, had over half a million engagements, over 50,000 clicks through to landing page and 1.2 million video views. What’s more, there were over 600 comments from women urging and supporting each other to attend their screening appointment.