1. CCAW 2017 Campaign Overview
Campaign launches October 2017

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

3. Communications Objectives
Drive awareness of getting screened for cervical cancer in women aged 50-69
Motivate women aged 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.

4. 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) 

5. 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 participation in screening was lowest in women aged (53 per cent) and incidence rates in Ontario are among the highest in women aged
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

6. 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

7. 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

8. 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

9. 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.

10. 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 (BCAM); Women (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.

11. 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

12. Regional Resources for the CCAW Campaign
Regional Outreach
Regional Resources for the CCAW Campaign
Regional hub of resources:
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