Not only is HPV one of the most common viral infections out there, but chronic and high-risk infections can also lead to many different types of cancers later in life. Luckily, it's also really easy to prevent--as long as you get the timing right, that is, because prevention is most effective before the age of 26.
That's why awareness of HPV and its potential risks amongst that age group is so crucial. To reach this target, we needed a social-driven campaign that could communicate urgency in an accessible and engaging way—to make cancer prevention a topic of actionable conversation for a quickly-moving and social-savvy audience.
With this mission in mind, Stand Up To Cancer collaborated with us to develop its turnkey awareness campaign with the goal of helping to prevent the millions of potentially cancer-causing HPV cases every year.
CAMPAIGN GOALS:
Our cross-channel campaign combined an engaging new informational hub site, social content campaign, organic and paid media, and live influencer moments into a four-week campaign that helped spread the message on HPV and HPV-related cancer awareness to our target of young adults and their loved ones, ensuring more people than ever are informed in hopes of preventing HPV-related cancers.
HPV AWARENESS HUB
A custom-designed informational website kicked off the campaign, providing a comprehensive hub of digestible information designed in a flowing, parallax magazine aesthetic. Statistics and information were served alongside a message that encouraged visitors to talk with their healthcare providers about the options and benefits of HPV prevention.
LEADING WITH SOCIAL
Colorful and bold social content informed, engaged, and urged followers to action, boasting facts that would pop off of news feeds. In parallel, graphic posts drove followers to the hub site for even more information.
A TO Z OF HPV
On Instagram Story, we developed a bespoke "A to Z'' video series. Each letter in the alphabet helped break down HPV's commonly asked questions, relevant facts, and suggested different things viewers could do to help curb HPV infections--all delivered in an engaging, snackable animated format.
TIKTOK ASK-A-DOC
Helping activate the campaign further, we developed a Q&A content beat with a TikTok Doc to help give viewers a chance to get their own questions answered, live, from a licensed professional with an established online presence, directly tailored to the campaign's target age group.
HPV INSTAGRAM MURALS
To help eventize the month of awareness, three mural carousels on Instagram delivered weekly information to common questions about HPV and HPV-related cancers. Each week, these murals centered on one of three relevant themes to help deliver the information in an easy-to-digest way.
PAID MEDIA BOOST
A curated paid campaign leveraged our organic content into engaging paid units that helped the campaign reach an even broader audience, with the primary goal of encouraging audience members to visit our platforms, read info at the hub, and talk to their doctors.
By the end of our 4-week campaign, we’d spread our message far and wide--our collaborative effort securing 31 million impressions across organic, donated, and paid content, along with 233,000 engagements. That’s a wide reach of our target young adult audience and their loved ones to be better informed, potentially leading to greater prevention of HPV-related cancers.
Now that’s something we can all Stand Up for.
RESULTS METRICS:
