Health & Safety

American Cancer Society

To boost cancer screenings post-COVID, we used cancer survivor testimonials in a phased digital campaign, achieving high engagement and exceeding industry benchmarks on HCN’s La Red Hispana platforms.

The Goal

Increase cancer screenings following significant cancer screening drop rates during COVID pandemic.

The Strategy

We adopted a testimonial and storytelling approach, implementing a phased pilot targeting select priorities. Initially, we focused on audiences, starting with women and then expanding to men, and cancers, beginning with breast and cervical and then addressing prostate cancer. We targeted specific markets and expanded the successful pilot via a phased approach to reach additional subpopulations.

The results

Our campaign generated 504,875 video views and 145,753 video thru plays. We achieved over 6.8 million social media impressions and 901 social media engagements. On our owned channels, HCN’s La Red Hispana social media platforms delivered a click-through rate (CTR) of 1.43%, significantly surpassing the industry benchmark of 0.83% CTR.

The deliverables

Our deliverables included the production of messaging and materials, such as testimonial videos featuring cancer survivors and various digital and social media assets (videos, digital displays, and social media posts). We disseminated these through media buys with a mobile-first digital approach and extensive social media engagement. Additionally, we utilized owned channels, specifically HCN’s La Red Hispana social media platforms and webpage, for further dissemination.