A Little Awkward for a Lot of Piece of Mind Integrated Campaign: Cancer Council Victoria
Brief: Raise awareness of the importance of cervical screening with an integrated campaign, aiming to increase screening rates among young Victorian women. Develop and utilize radio ad (voiced by Australian NOVA FM presenters listen here and here), Facebook, and bathroom ad placements. Pitch TV news package.
What Ali did: Project managed integrated campaign, drove national media coverage, translated behavioral science into campaign content, wrote web copy and radio ad script (link available upon request), developed social media content.
Results:
1.05M people watched the TV news package on Channel 10
190k women reached through radio PSA campaign
14.2k engagements on Facebook
20.1k clickthroughs to Outbrain content marketing
2.65x higher web visits to campaign page during campaign period
Campaign generated nationally-syndicated media coverage in Australia
Meme from social media campaign highlighting other awkward situations for young women that just can’t be avoided (like regular Pap tests)