CCAW 2017 Campaign Overview Campaign launches October 2017

Business Objectives Cervical Cancer Awareness Week (CCAW) Increase informed participation in cervical cancer screening Increase awareness of connection between HPV and cervical cancer

Communications Objectives Drive awareness of getting screened for cervical cancer in women aged 50-69 Motivate women aged 50-69 to have a Pap test Seed facts about connection between HPV and cervical cancer What does success look like? Public Relations: 100% of media coverage to include at least one key message and/or CCO spokesperson, 100% of media coverage to be positive/neutral in tone Paid Media: Estimated 1,500,000 impressions on social media based on budget and avg. CCO CPM Social Media: Drive conversation and engagement across Cancer Care Ontario owned channels.

Target Audiences Primary Women ages 50-69 This is the age group where screening rates start to decline  Leverage the target audience for BCAM which occurs at the same time as CCAW Secondary Under/never screened women ages 50 years and older (factors include: age, location) 

Key Audience Facts It is estimated that about 630 women in Ontario were diagnosed with cervical cancer and about 150 women died from the disease in 2016. In 2013-15 participation in screening was lowest in women aged 60-69 (53 per cent) and incidence rates in Ontario are among the highest in women aged 55-64. Cervical cancer is almost entirely preventable with regular screening, appropriate and timely follow-up if results are abnormal, and human papillomavirus (HPV) immunization. CSQI data from Samara

Media Consumption Trends Women aged 50 to 69 are fairly traditional in their media usage and spend time with digital media Facebook is the dominant social channel Check their social feed on regular basis and spend a lot of time researching health concerns Not big users of search engines Potential weekly reach of 1.3 million users with weekly potential reach of 64% Heavy readers and read the community paper Heavy readers Light users vs. the average population but do spend time with the medium everyday Heavy listeners and listen everyday Radio Online Television Newspaper Magazine Heavy viewers Source: Vividata 2016 Q3 Readership and Product Database (HYP) April 2017

Communications Strategy Utilize a data-driven approach to reach target audience ‘Fish where the fish are’ to deliver tactics to reach the target audience with a focused message with geo-targeting Profile the facts about cervical cancer screening with target audience Develop tactics to deliver on objective of increasing awareness and in support of informed decision-making Develop a community-based social marketing campaign with provincial and regional engagement Support the Regions to create a localized campaign to drive to increase awareness to get screened

Summary of Communication Tactics Recommended tactics are a blend of traditional, social and online to create awareness of getting screening for cervical cancer. Public Relations Digital Social Media Channels Community-Based Social Marketing Internal Communications Regional Toolkit

Provincial Outreach Support for CCAW Campaigns in the Regions Distribution of Provincial Press Release Social Media messages (Facebook, Twitter, Linkedin) Regional Toolkits Campaign landing page, cancercare.on.ca/cervicalcancerscreening which provides the following resources: Provide key messages, facts, tips, and quote from program lead Links to all community-based social marketing and relevant web pages on CCO’s website Links to OCSP pages and participating sites and clinics Language to support informed decision-making e.g. facts, Q&A Note: Consideration for healthcare professionals as an audience.

Provincial Outreach cont. Paid Facebook Ads:em Media Objective Drive awareness and intent of three messages in the month of October pertaining to: Breast cancer screening (WM 50-54) Cervical cancer screening (WM 50-69) General awareness ad, speaking to both Target(s) Women 50-54 (BCAM); Women 50-69 (CCAW) Languages English (100%) Region Ontario Timing BCAM: Sept. 25 – Oct. 15, 2017 CCAW: Oct. 16 – Nov. 5, 2017 Combined Ads: October, 2017 Note: we’ve included both campaigns in this slide for paid media to show the ads will not be directly competing with each other due to the overlap in target audience. We wanted to ensure the target messaging for each respective campaign hits the target audience, but not at the same time.

Campaign Concepts Real women of Ontario Life-style based imagery Heroine image Diversity including engaging First Nation, Inuit and Métis Creative products that regions can custom order to fit their respective populations What we know both target audiences will respond to / engage with A heroine type image- neutral pose/ tone not too happy, or sad; imagery that could span SES groups

Regional Resources for the CCAW Campaign Regional Outreach Regional Resources for the CCAW Campaign Regional hub of resources: https://www.cancercare.on.ca/screeningresources PR tool kit for local distribution including key messages, adaptable regional news release (template), sample media Q&As and social media posts PR tool kits are currently accessible to all regions Both digital and hard copies of postcards, posters, pull-up banners, and imagery for social media posts