Creating trust and culturally relevant motivation to drive free cancer screenings in underserved communities
Through a partnership with Tarrant County, Moncrief Cancer Institute takes free cancer screenings into various underserved and underinsured communities in the Fort Worth area. Schaefer Advertising reached out for my creative help on a promotional campaign that could be used across multiple traditional media assets in English,Spanish, Vietnamese and Arabic. This campaign won Silver at the 41st Annual Healthcare Advertising Awards.
Challenges
- Targeted communities are largely not on the Internet and often distrustful of health institutions. Many lack higher-level English literacy skills.
- Some forms of cancer (breast, cervical and prostate) are difficult to discuss in different cultural contexts.
- Schaefer Advertising’s healthcare team needed a strong healthcare copywriter to collaborate on a highly visual and memorable campaign to reach audiences throughout their day-to-day movements.
Impact
- Collaborated with the Associate Creative Director on a culturally resonant strategy — cancer screenings as something you do for the good of your loved ones, not merely for yourself
- Created a simple campaign reminiscent of the always popular “I voted” sticker, which community members could use to share their personal reasons for getting cancer screenings
- Crafted messaging and materials that clearly communicate at a 3rd-grade literacy level and could be translated easily
- On the whole, the campaign drove:
- More than 16,000 visits to the screening landing page
- 1,000+ online appointments and 4,600+ scheduling calls in just 8 months—that’s 95% of the total 3-year goal
- More than 8,800 clinical services to nearly 6,000 individuals in the first year
- Generated brand awareness and community goodwill
“When we need smart, piercing, high-level conceptual medical device ideas or someone who can mine nuanced insights out of complex clinical data, there is no question who we call. Martha Chang is a fantastic partner for our healthcare work. She knows how to drive HCPs to act or convince patients to change – and she’s a joy to work with, as well! Get you some Martha on your team, stat!” — Jake Yarbrough, Managing Director, Schaefer Advertising Co.