Brief: Create and implement digital video campaign to bust cultural myths around cervical screening to increase low participation rates in culturally and linguistically diverse Victorian women.

What Ali did: Project managed, translated behavioral science into campaign content, wrote web copy, and developed social media content

Results:

• Pitched a TV news package, featuring a Cancer Council Victoria spokesperson, doctors and community figures from both of the cultural communities (Indian and Vietnamese) that was broadcast on SBS World News and was syndicated to 88 other stations across Australia.

• I presented at the International Social Marketing Conference on my paper around this campaign's approach using behavior change theory, community consultations, and our evaluation.

• A new pop-up was designed for the program’s website to encourage women who speak a language other than English to click on content in their language. For the first time, multilingual information around the screening program appeared in Google searches.

• Though the topic of cervical screening was previously misunderstood and taboo in these communities, more women from these cultural groups went to the doctor and asked about cervical screening after seeing the campaign videos on social media, and in the community media (PR, print and radio ads), according to doctors in the local Indian and Vietnamese communities.