Alberta Health Services (AHS) wanted to increase Albertan women's understanding of their cancer risk and book the appropriate screening tests.
Not enough Albertan women were being screened for breast and cervical cancer. A social marketing campaign was developed to motivate Albertan women to learn about breast and cervical cancer screening so they can make informed screening decisions throughout their lives. The goal was to get them to visit AHS’s screeningforlife.ca website, use the online assessment tool and book a screening appointment. The campaign generated 15.5 million digital impressions (three times the planned goal), doubled the click-through rate, and cut the previous bounce rate in half. The response rate to the direct mail piece was 25% above standard response rates, and improved the previous usage rate for the online assessment by seven times.
