Making cervical cancer screening more accessible, one swab at a time.
Sector(s):
Service(s):
The Change
13.4+ million
digital ad impressions
38,000+
unique clicks on social media
30,000+
kits ordered during the campaign period
How we raised awareness of the new screening program for cervical cancer
BC Cancer provides a comprehensive cancer control program for the people of British Columbia (B.C.), Canada. Their mandate covers the full spectrum of cancer care from prevention, screening, diagnosis and treatment, to research and education, to supportive and palliative care.
The Challenge
In January 2024, the government of B.C. announced the new HPV-based screening program for cervical cancer, through which eligible British Columbians can self-test at home, or wherever they feel most comfortable, using a free self-screening kit provided by BC Cancer. The new process offers more accurate results than a Pap test—the previous standard for cervical cancer screening. It enables underscreened women and people with cervixes, such as gender diverse individuals, rural and remote communities, and those with a history of sexual trauma, to access lifesaving preventive care.
This initiative is an important step in supporting the World Health Organization’s call for the elimination of cervical cancer by introducing a primary screening method that addresses traditional barriers (e.g. cultural sensitivities, history of physical/sexual trauma, lack of a primary care provider) associated with the Pap test/pelvic exams.
BC Cancer needed to launch an awareness campaign that would reach British Columbians eligible for this new approach to screening and encourage them to request a self-screening kit. The campaign had to be clear, direct, and non-stigmatizing; engage women and people with cervixes from diverse backgrounds; and position the new screening option as an improvement to their health care.
The Solution
Goodbye, Pap. Hello, swab.
Our campaign concept centred on a concise and memorable slogan—Goodbye, Pap. Hello, swab.— paired with an image that referenced the new, more comfortable approach to screening: a small swab used to self-collect a sample. Using a simple geometric shape, we created a striking visual that unmistakably references the new approach to screening, regardless of the audience’s background knowledge.
The Goodbye, Pap. Hello, swab campaign invited audiences to learn more about the new self-test cervical screening through several advertising channels. These included digital ads, physical ads and social media influencer partnerships.
Discovery and Campaign Development
Informing strategy with research
Taking an evidence-based approach to the campaign concept and strategy, Be the Change Group conducted a comprehensive background review. This included a cross-jurisdictional scan of cervical cancer screening campaigns, reviews of HPV testing and cervical cancer research, in-depth analysis of BC Cancer surveys regarding perceptions or understanding of cervical cancer screening, and evaluations of data, input, and participant feedback generated from the self-screening kit pilot program.
Determining the best campaign approach
From our discovery, we determined that we needed a concept and messaging that could speak to the target audience (women and people with cervixes) regardless of their age, culture, or gender identities. After multiple sessions of brainstorming and discussions with BC Cancer, we landed on the geometric design that references the swab while drawing a parallel to the Pap smear, using the slogan Goodbye, Pap. Hello, swab. to help the public connect the previous screening method with the new program.
User testing and refining the concept
We then tested the message and visual direction with focus groups composed of members of our target audience from locations across B.C. With their input, we refined the message and visuals further, transforming them into an informative yet playful campaign that was accessible to audiences and easily understood.
Campaign Strategy
Maximizing the campaign’s reach
To maximize the reach of the Goodbye, Pap. Hello, swab. campaign and raise awareness with as many eligible participants as possible, we developed a media strategy consisting of display advertising, streaming audio, influencer partnerships, and out-of-home advertising. We also partnered with a third-party vendor to produce and disseminate ads in Simplified Chinese and Punjabi, ensuring the campaign reached a greater diversity of participants across B.C.
Building trust through influencer partnerships
Be the Change Group recognized that the campaign not only needed to be direct and non-stigmatizing, but also needed to connect authentically with audiences to build trust in the program. We achieved this through collaboration with a diverse group of B.C.-based content creators, belonging to some of the key populations of the target audience. These creators included women from the South Asian community, creators who speak and educate on women’s health and trans health, and women of various ages within the program’s eligibility range. We sourced and contracted creators for the campaign, ensuring each partnership aligned with BC Cancer’s values and target audiences. From self-care PSAs to testimonials of their experience with the kit, our influencer partners created fun and informative content that made the new cervix self-screening program more approachable.
Going beyond the numbers
We saw an overwhelming response to the campaign, with over 30,000 cervix self-screening kits ordered during the campaign period. While this demonstrated the campaign’s success, we were curious about public perception. To explore this, our researchers conducted a qualitative study to understand how audiences on social media viewed the campaign.
Our analysis of 927 social media comments provided valuable insights into public perception of the campaign, with the majority of comments showing positive sentiments about the new cervix self-screening program. It also revealed knowledge gaps and audience pain points with the overall cervical screening program that can be used to inform future awareness campaigns.
Campaign outcome
202.81%
conversion rate on Google Display
96.44%
completion rate of the audio streaming ad on Spotify
6.63%
organic engagement rate on average through our partnerships with content creators
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