AN AWARENESS CAMPAIGN WHERE AWARENESS SAVES LIVES
Not only is HPV one of the most common viral infections out there, but chronic and high-risk infections can also lead to many different types of cancers later in life. Luckily, it's also really easy to prevent--as long as you get the timing right, that is, because prevention is most effective before the age of 26.
That's why awareness of HPV and its potential risks amongst that age group is so crucial. To reach this target, we needed a social-driven campaign that could communicate urgency in an accessible and engaging way--to make cancer prevention a topic of actionable conversation for a quickly-moving and social-savvy audience.
With this mission in mind, Stand Up To Cancer collaborated with us to develop its turnkey awareness campaign with the goal of helping to prevent the millions of potentially cancer-causing HPV cases every year.
In collaboration with Stand Up To Cancer, we set out to spread HPV and HPV-related cancer awareness with the following goals in mind:
- 1) Devise a turnkey organic social campaign that communicated our HPV prevention message in an accessible way
- 2) Tailor our awareness message towards our 26 and under target age group
- 3) Engage beyond the SU2C audience by collaborating with leading TikTok influencers in medicine to reach our target audience
- 4) Create and deploy a coinciding paid media campaign to further drive awareness and engagement with our message
- 5) Design and deploy an interactive HPV info hub site with relevant and actionable information
By the end of our 4-week campaign, we’d spread our message far and wide. With our collaborative effort, we secured 31 million impressions across organic, donated, and paid content, with 233,000 engagements. That’s a wide reach of our target young adult audience and their loved ones to be better informed, potentially leading to greater prevention of HPV-related cancers.
Now that’s something we can all Stand Up for.
Client Stand Up To Cancer
Project HPV AWARENESS SOCIAL IMPACT CAMPAIGN
What We Did
- Strategy + Ideation
- Website Build, Design, and Content
- Social Campaign
- Paid Media + Flight
- Graphic Content
- Video Content
- Influencer Partner Scouting
HPV AWARENESS HUB
A custom-designed info hub website kicked off the campaign, providing a one-stop-shop of information and actionable CTA encouraging visitors to learn and talk with their health care providers about the options and benefits of HPV prevention.
A-TO-Z OF HPV
On Instagram Story, we developed a bespoke "A to Z" video series. Each letter in the alphabet helped break down HPV's commonly asked questions, relevant facts, and suggested different things viewers could do to help curb HPV infections — all delivered in an engaging, snackable animated format.
LEADING WITH SOCIAL
Colorful and engaging social content informed and urged followers to action, boasting facts that would pop off of newsfeeds. In parallel, graphic posts drove followers to the hub site for even more information.
Helping activate the campaign further, we developed a Q&A content beat on TikTok to help give viewers a chance to get their own questions answered, live, from a licensed professional with an established online presence, directly tailored to the campaign's target age group.
HPV INSTAGRAM MURALS
To help eventize the month of awareness, three mural carousels on Instagram delivered weekly information to common questions about HPV and HPV-related cancers. Each week, these murals centered on one of three relevant themes to help deliver the information in an easy-to-digest way.
PAID MEDIA BOOST
A curated paid campaign leveraged our organic content into engaging paid units that helped the campaign reach an even broader audience, with the primary goal of encouraging audience members to visit our platforms, read info at the hub, and talk to their doctors.
The resulting cross-channel campaign combined an engaging new informational hub site, social content campaign, organic donated, and paid media, and live influencer moments into a four-week campaign that helped spread the message on HPV and HPV-related cancer awareness to our target of young adults and their loved ones, ensuring more people than ever are informed in hopes of preventing HPV-related cancers.
- 31 MILLION Impressions
- 233 THOUSAND Engagements
- 50 THOUSAND Site Visits