The Challenge
Create a brand strategy and an integrated awareness campaign for The ISIS Project, an HPV and cervical cancer initiative targeting African American women on the need for regular screening to ensure early diagnosis and treatment. 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.
The Solution
Take advantage of the trust, respect, nurturing, emotional connection and word of mouth influence among African American women. Empower them with the information about HPV and cervical cancer and encourage them to educate each other. Speak to them with understanding while developing creative initiatives that allow them to see themselves, their sisters, their mothers and their daughters as someone they could help. The campaign: “Spread the Word! Save A Sister!â€
During a two-year period, Ashay developed an interactive web site with iconic representations of women of all ages, a promotional video, email campaign with screensaver download, mobile extension of website with alerts and wall paper download, print advertising, campaign posters, postcards and a training video and public relations campaign among Urban radio stations, local TV and cable networks and newspapers to support the educational community seminars featuring local health providers in five (5) cities.
The Results
Total website page views 1,000,780
Screensaver Downloads: 19,772
Wallpaper downloads: 1,378
Average email open rate 59.55%
Average email click through rate 68.9%
Total attendance at seminars: 3,739
Total Media Impressions 6.85 Million
[flashvideo file=https://ashay.com/media/Digene-Image_Promo5_lg_1.flv /]
