Project Description

CHALLENGE

  • To create a brand strategy and an integrated awareness campaign for The Balm in Gilead & The ISIS Project, targeting African American women on the need for regular screening to ensure early diagnosis and treatment for HPV and cervical cancer.
  • African American women have the highest cervical cancer death rate of any group of women and die at twice the rate of white women.
  • Research showed that lack of information, affordable health care and a distrust of the medical industry contributed to the problem.
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SOLUTION

  • Utilized the trust, respect, nurturing, emotional connection and word-of-mouth influence among African American women.
  • Empowered women with information about HPV and cervical cancer and encourage them to educate each other.
  • Spoke to them with understanding while developing creative initiatives to see themselves, their sisters, their mothers and their daughters as someone they could help.
  • Developed a creative empathetic campaign: “Spread the Word! Save A Sister!”
  • Produced Radio News Release and serviced the RNR to radio stations in the top 50 markets
  • Invited representatives of Women In Government, The NAACP, The LINKS, The Delta, Jack & Jill, women in the National Black Caucus, local health organiztions to launch event.

RESULTS

  • “Spread the Word! Save A Sister!” received National Media exposure
  • TV interviews aired on – Fox, ABC and Public Television
  • Radio interviews broadcasted on NPR, American Urban Radio, WAMU, and XM Satellite Radio
  • Print coverage generated in The Washington Post, Dallas News, Chicago Tribune, The Los Angeles Times, Essence Magazine, Associate Press. Jet Magazine, Atlanta Journal Constitution and more than 50 African American weekly newspapers nationally.

MEDIA PLACEMENT

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