We’re proud to share that our campaign, Goodbye, Pap. Hello, Swab., developed in partnership with BC Cancer, won the Summit Marketing Effectiveness Award (MEA). It was recognized as Best in Category for healthcare, alongside brands like First Horizon, Dove, and Edelman. 

The MEA recognizes marketing and communication campaigns that create meaningful change or movement in the target audience’s attitudes, perceptions, or behaviour.

“We wanted to enter this award in particular because the judges prioritize campaigns which create a shift in behaviour,” said Brandy Svendson, Co-founder, CEO, and Creative Director. “This is something we have always focused on at Be the Change. It’s great to make a campaign look pretty or sound good, but the real magic comes when we create tangible positive change in the communities that our clients serve.”

Our campaign supported the transition from Pap tests to HPV self-screening, helping women and people with cervixes feel more comfortable and secure using this new option. Pap tests and pelvic exams have been the mainstay of cervical cancer screening since the 1960s. We had to shift a population’s understanding of what screening looks and feels like, while building trust in a method that does not require a physician.

At the start, BC Cancer was unsure a single campaign could motivate people to order a self-screening kit, expecting it might begin to shift perceptions, but not necessarily drive behaviour change. 

The first campaign wave drove over 30,000 self-screening kit orders. It was so successful that BC Cancer paused it to produce more kits. Social engagement reflected strong awareness and positive sentiment, with hundreds of comments expressing gratitude and immediate action such as “I just ordered my kit.”

“This campaign came to life thanks to BC Cancer’s trust and their willingness to take a bold approach to a sensitive topic,” Annalise Burdett, VP of Projects and Client Experience. “We are so proud of our team of researchers, designers, and creatives who worked together to create such an impactful campaign.”

If you want to learn more, check out our campaign case study. And if your organization is looking for a strategic partner to support with a health marketing campaign, get in touch with our team at connect@bethechangegroup.com.