Hologic — The Challenge:
Create a campaign to reduce the number of cervical screening no-shows in London.
The reasons for non-attendance are complex, and several factors are often at play. Embarrassment is the most common reason for never having attended or missing an appointment (stated by 42% of respondents), followed by those who ‘kept putting it off’ (34%) and ‘being worried it would be painful’ (28%).* Barriers can vary hugely between different groups or communities.
Let’s take charge of cervical cancer
A large clear motivational statement that reflects the end goal.
A messaging matrix to speak to all audiences, all work with the campaign line and call to action.
The visuals focus on removing barriers to make the campaign accessible to all groups. Simple icons remove any association with only one gender. A simple font – designed for maximum legibility.
Older women may make active decisions not to participate; in one study, older women reported low levels of worry about cervical cancer and also perceived themselves to be at low risk of developing cancer. A huge portion of the this audience picks up Tesco and Stylist print magazines.
Simple messaging and local OOH.
Attention grabbing OOH with clear — positive messaging.
Spotify is a space we can rely on the privacy of “being in someone’s ear”. We use the platform to address sensitive questions people may be reluctant to ask, or not know to ask. Using well-known talent such as Victoria Scone will help us reach our LGBTQ+ audience.
Free health packs printed in a variety of languages, to be given out at ESOL classes. To reach those taking free English classes, as we know language can be a barrier for minority ethnic groups.
Younger women often report practical barriers, embarrassment and the perception that they are at low risk of developing cancer. Influencers such as Millie Court, 24, boasts 824,000 followers on Instagram and is likely to be able to connect with this audience.
Project summary
Campaign concept creation
Art Direction and visualisation
Campaign key visuals
Messaging matrix
New business pitch
Collaboration with York University Psychology Department