How do you convince a young woman that cervical cancer is a real threat despite her youth? This award-winning pre-launch campaign enlisted a Trojan Horse approach – using objects of her young eye’s desire to deliver a much more sobering message. The risk of cervical cancer is real; and so is the impact it could have on her life. We sought contextual media placement in entertainment, fashion, beauty magazines and their online properties.
The second phase of the nationwide campaign focused on the concept “Cervical Cancer is closer than you know”. TV and online ads, magazines, billboards, subways and buses featured stories of sufferers in near proximity of the reader. The latest mobile tracking technology enabled to target the viewer in their own neighborhood.