We helped women better understand breast cancer.
Challenge: LEVERAGE HCF’S SPONSORSHIP STRATEGY AND NATIONAL BREAST CANCER FOUNDATION PARTNERSHIP
After an ambitious rebrand that included a new sponsorship strategy focused on ‘championing healthy futures’, HCF developed a partnership with National Breast Cancer Foundation (NBCF).
We were tasked with maximising the partnership with a view to increasing brand reach and awareness, creating deep engagements, and shifting consumer perceptions to align with the new HCF brand.
Solution: EMPOWER AUSSIE WOMEN TO GET HANDS-ON WITH THEIR HEALTH
We developed a creative campaign concept based on a single killer insight: while women are well-educated around the importance of regular breast checks, there’s been little discussion to date around what to ‘feel’ for.
To approach this knowledge gap, we created ‘Hands On’ – an integrated campaign designed to give Australians in metro and rural communities ‘hands-on’ experience in identifying the signs and symptoms of breasts cancer.
We backed up our thinking with a consumer research piece, which revealed that despite 92% of Australians knowing it’s important to regularly check their breasts, only one-in-four are actually doing so. Our research also showed that many women don’t know what to look or feel for, with most using self-taught examination methods. These results confirmed the perceived education gap the ‘Hands On’ campaign would address.
We launched during National Breast Cancer Awareness Month, working with agency partners across owned, earned and paid to execute a series of activations and Q&A sessions at HCF branches across the nation. Activations included an interactive station that allowed visitors to feel replica breasts, an educational video highlighting early signs to look for and take-home collateral prompting and guiding regular checks. Local GPs, breast cancer survivors and researchers also gave advice, shared personal experiences and took questions.
The channel mix also included local area marketing, digital content, traditional media, PR, social media, and member communications.
Impact: WE SHIFTED PERCEPTIONS AND CHANGED BEHAVIOUR
Our campaign featured:
- 18 ‘hands-on’ events. 46% of attendees left feeling confident about how to feel for normal breast tissue.
- 210 pieces of media coverage and 38 radio segments with a combined reach of 3.9 million.
- Social media content with a reach of 944K
- First-time visitors to the website via the campaign page averaging an engagement rate of 72% vs general site average of 57%
Following the campaign, HCF experienced:
- A five-fold increase in awareness of its association with NBCF (4% pre vs 19% during)
- A net consideration increase of 14 points among those who interacted with the Hands On event
- A strong uplift in key brand image messaging
Mumbrella Award for Best Use of Face to Face/Interaction Marketing
SABRE Asia Pacific Awards finalist for Consumer Health