Peace of mind

The problem
Pap tests can prevent 90% of cervical cancers, yet only 2 in 3 Victorian women aged 20-69 were having a test every two years as recommended. Among younger women the problem was even more serious, with only 1 in 2 participating in the cervical screening program.

The approach
PapScreen received AU$1 million in government funding to create a behavioural change / social marketing campaign to address the situation. I was solely responsible for:

• a three-way agency pitch
• strategic planning
• risk management planning
• stakeholder engagement – with government, 3,000 Pap test clinics, pathology laboratories and the Pap test Registry
• setting objectives and an evaluation framework
• coordinating qualitative research (formative research and focus testing concepts) and quantitative evaluation (telephone survey) with behavioural researchers
• coordinating concept development and production of 40 and 15 second TV and cinema adverts, plus radio, print and online adverts with the chosen creative agency
• the paid media strategy and $800,000 media buy
• a complementary AU$30,000 radio, print and PR campaign in nine community languages
• a support program and materials for 3,000 Pap test clinics including advertising, PR support and print collateral
• an accompanying PR campaign including media launch and sourcing five case studies

Selection of creative: 40 second TV and cinema advert

Convenience advertising

Poster for mailout to GP surgeries across the state

Plus

• Adaptable advert for GP surgeries to place in local papers
• 30 second radio advert with Australian TV personality Carrie Bickmore
• 30 second radio advert with Australian radio personality Kate Langbroek
• Direct mail piece for GPs to send to overdue patients
• PapScreen Manager’s speech for PR launch
• Media release for PR launch
• Media backgrounder for PR launch

Selection of media coverage

• Channel 9 evening news
• Channel 7 evening news
• The Age (Australian state newspaper)
• Ballarat Courier (regional newspaper)

The results

• Weekly number of Pap tests taken in Victoria increased by 15%
• Media buy achieved planned TARPs and 90% of the target audience saw the TV advert at least once
• PR campaign generated 400+ media mentions
• Launch event covered by all Australian TV networks and major radio stations
• 80% increase in web traffic to papscreen.org.au over three-month campaign period
• Several other Australian states bought the campaign, so recouping costs of campaign for organisation

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