1.7.2 Ms Amy Collie
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1.7.2 Ms Amy Collie
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1.7.2 Ms Amy Collie
- 1. Cervical Screening Promotion: Harnessing the Power of Social Media Amy Collie Media & Communications Advisor PapScreen Victoria
- 2. PapScreen Victoria Digital Campaign 2012
- 3. Cervical Cancer in Australia: A Snapshot 771 new cases of cervical cancer in 2009 80% of women diagnosed with cervical cancer had not had regular Pap tests Incidence and mortality have halved since National Cervical Screening Program introduced in 1991
- 4. The challenge and solution 56% Victorian women aged 25-39 screened in 2010-2011 Peace of Mind losing impact New, engaging campaign Young women Low budget
- 5. Why digital? 14.8m active online users World’s most prolific users of social media Facebook.com leading domain 43% users interacted with brands via social media in 2012 1 billion videos watched per month Low budget
- 6. Key objectives Increase awareness of link between cervical cancer and sex among Victorian women aged 25-39 Book a Pap test
- 7. Campaign elements Youtube video Website collateral Social media (Facebook & Twitter) Blogs and websites Public relations Stakeholder engagement
- 9. @AskGran
- 10. Extra collateral
- 11. Blogger, public relations and social media outreach Tailored pitches Print, TV, radio and online Regular Facebook posts and ‘tweets’
- 12. Evaluation Digital campaigns are difficult to evaluate PapScreen’s campaign was assessed based on the following factors: – Traditional media coverage – Level of social media engagement – Website analytics – Number of YouTube views – Feedback from ‘real’ women
- 13. Results – media coverage
- 14. Blogs and social media coverage 457,00 followers/fans 384 likes/shares 355 comments 616 ‘liked’ comments 8,317 YouTube views
- 15. Website visits Comparative analytics reports to test impact Visit to website: – Aug (6,392), Sept (12,294) and Oct (16,175) – 153% increase Aug - Oct Campaign page most visited in Sept (2,542) and Oct (1,516)
- 16. Feedback from ‘real’ women “If this ad saves just one women from developing cervical cancer and reminds women to have a PAP test then it is worthwhile and I will indeed be sharing this on my wall” ”Great ad, it makes a very serious subject a little light-hearted and will definitely get people talking! It’s all about awareness” “Sex is a natural part of life and if it can increase the risk of getting cervical cancer then all women need to be aware that they need to get a Pap test”
- 17. What’s next? Paid online advertising Cinema
Editor's Notes
- I thought I’d set the scene by giving you a quick snapshot of cervical cancer in Australia 771 new cases of cervical cancer diagnosed in Australia in 2009 Around 80% of women diagnosed with cervical cancer in Australia have either never had a Pap test or had not had them regularly in the 10 years before diagnosis. The cervical cancer incidence and mortality rates have both halved since the introduction of the National Cervical Screening Program in 1991.
- The challenge Just 56% Victorian women aged 25-39 screened in 2010-2011. PapScreen’s traditional media campaign, Peace of Mind, was starting to lose impact with the target audience. Our objective was to create a new, engaging campaign that would appeal to women aged 25-39 and require minimum budget. No small ask!
- Why digital? In Australia There are 14.8 million active Online users aged over 16. (Nielsen 2012) We are the world’s most prolific users of social media, with Facebook.com being the leading domain (Nielsen 2010) 43% online users interacted with organisations or brands via social media in 2012 (Nielsen 2012) 1bn videos are watched per month (Econsultancy report) And of course digital campaigns can often be implemented on a much lower budget.
- From our research, we know that many women aren’t aware of the association between cervical cancer and sex. Our objective was to raise awareness of this link, thereby increasing personal relevance to women and ultimately their motivation to screen. Of course our secondary objective was to get unscreened and under-screened women in this target age group to book a Pap test.
- With the help of our creative agency, JWT, we developed a digital media campaign which comprised a number of elements including a youtube video, website materials, social media, blogger outreach, public relations and stakeholder engagement.
- This campaign really did revolve around a central video that was housed on Cancer Council Victoria’s youtube channel and promoted through public relations and social media. The success of the campaign relied on the video’s ‘shareability’ and resonance with the target audience, especially as we had no extra budget for advertising. We wanted something unexpected, that would surprise viewers, thereby encouraging them to pass it on. PLAY VIDEO
- The character of Gran was developed beyond her appearance in the video, and she became the key vehicle for communicating our messages On average, Twitter users in Australia read or post ‘tweets’ 23 times each week, so it was a channel we definitely wanted to employ for this campaign (Econsultancy report) Rather than using Cancer Council’s twitter account, we wanted to do something more interesting and fun, so we developed a new Twitter account under the persona of Gran. Of course Gran didn’t have any followers, so to ensure her comments were seen by the public, we ‘retweeted’ her using Cancer Council’s Twitter account which has around 4,500 followers. This enabled us to make the most of Gran’s rather ‘outrageous’ personality and communicate our messages in a more risque, humorous way without compromising Cancer Council’s brand credibility.
- In order to sustain interest and provide momentum during the campaign, we developed additional collateral which was added to the website and promoted sporadically during the 4-week proactive period. These included a ‘behind the scenes’ page with footage and photos taken at the shoot, ‘vox pop’ interviews getting reactions to the video from women on the street, we had an ‘agony aunt’ column where Gran would answer common questions about Pap tests and HPV in her typical unorthodox style. And in keeping with the tongue-in-cheek nature of the campaign, we had a page dedicated to ‘bedroom tips for the Pap averse’ with the key message being that if you’re not getting screened, you shouldn’t be having sex. Each time we uploaded new material to the website we promoted it through Facebook and Gran’s Twitter account.
- To extend our reach, we also implemented a comprehensive blogger and public relations strategy. We targeted prominent health and women’s bloggers with tailored pitches so that each would have a unique angle on which to write about the campaign. We sent media releases to all key print, broadcast and online media outlets. We posted regular updates on Facebook and Twitter, usually with links to the campaign website to help drive traffic. We also asked our partners, including Cancer Councils in other states, and other key stakeholders to ‘like’ and ‘share’ our posts and ‘retweet’ us. This helped us reach a much larger audience as our messages could then be seen by people who were ‘friends’ or ‘followers’ of these organisations even if they weren’t ours.
- Unfortunately online campaigns are notoriously difficult to evaluate, largely due to the fact that it is virtually impossible to monitor the online space. We calculated the success of our campaign based on a number of factors: traditional media coverage, social media engagement (including number of shares, likes and comments), website analytics, youtube views and anecdotal feedback from women.
- We got a fantastic media/PR response to the campaign, with some of the key traditional media coverage outlined here. The total audience reach was 2,843,840 The total advertising value was $641,026 excluding online (again, difficult to evaluate online ASR)
- After the video appeared on Sunrise, it was added to the program’s Facebook page which has around 295,000 ‘likes’. There it attracted 432 likes, shares and comments and over 500 ‘liked’ comments. The video was also added to The Project’s Facebook page which aroused a similar response. Of course every time a different person, liked, shared, retweeted or commented on the campaign via social media, the messages travelled further and our reach became greater. By the end of the four weeks, we had reached 457,000 ‘followers or fans’, had 384 shares or likes, 355 comments and 616 ‘liked’ comments. We had posts published on influential blogs including Mamamia and Crikey. Overall we had almost 8,500 views on youtube.
- To help us identify the impact of the campaign on traffic to PapScreen’s website, we undertook comparative Google Analytics reports for August 2012 (pre-campaign), September (active campaign period) and October (inactive campaign period). Visit to website in Aug (6,392), in Sept (12,294), representing a 92% increase in traffic. In Oct they jumped again to (16,175). Overall the total growth in traffic from August to October was 153%. Aside from the homepage, the campaign page was the most visited on the website with 2,542 views in September and 1,516 page views in October. For a website that is dedicated to a procedure generally undertaken just once every two years, we felt these increase in visits was a significant achievement.
- One of the key objectives of this campaign was to generate discussion among women about Pap tests, and to be part of that conversation ourselves. Communicating with women through social media gave us the opportunity to speak to them directly, and respond to their comments and queries, thereby increasing their level of engagement with the PapScreen program. It also provided fantastic insight into the impact of and opinions on the campaign from the very women we were trying to reach.
- What’s next? This year we’ll be implementing a paid online media campaign using the video. This will give us additional insights into its impact because people will have the choice whether to skip the ad or watch it through to the end. We are also considering adapting the video for cinema advertising due to its benefit of captive audience, however this will depend on budget.