Cancer Council Victoria: Integrated Campaign Development
Once upon a time, I was the Media & Communications Adviser at Cancer Council Victoria, a non-profit media relations powerhouse known for its award-winning integrated behavior change campaigns .
Here’s how I approached low-budget integrated campaigns, funded by the state government, which aimed to educate people on the benefits of cancer screening using positive messaging.
Scroll ⬇️ to see the content I created (or oversaw):
Real Housewife Gets Real About Pap Tests
Brief: Following a report that showed women over 50 years are screening for cervical cancer less than the rest of women, while they’re more at risk, this integrated campaign aimed to educate women about the need for regular pap testing with support by celebrity ambassador and cancer survivor, Gina Liano from the Real Housewives of Melbourne.
What Ali did: Created communications to inform government funders of campaign strategy, progress and results | Translated behavioral science into campaign content | Led the campaign from end-to-end | Celebrity media prep & contracting | Drove media relations | Wrote web copy & video script spokesperson | Developed social media content
Results:
🌟 Three paid spots on a national morning TV show with the celebrity, a doctor, and a live read by a show host to discuss cervical screening.
🌟YouTube video on Facebook had 320.8k impressions and a very high engagement rate of 191.1k among the target audience
Comedic Bowel Screening PSA for Arabic Communities
Brief: Create and implement digital video campaign to increase awareness of the three cancer screening programs with the Arabic community, while reducing stigma of participation, performed by well-known Australian-Arabic comic, Akmal Saleh.
What Ali did: Project managed, consulted community groups, drove media relations, managed translation process, wrote web copy, developed social media content, translated behavioral science into campaign content
LGBTIQ? You Need This, Too
Brief: Create and implement digital campaign, using humor, to bust myths around the need for LGBTIQ people with cervixes to have regular cervical screening, utilizing community ambassadors from JOY FM (Melbourne, Australia).
What Ali did: Project managed campaign, consulted community groups, drove media relations, managed translation process, wrote web copy, developed social media content, translated behavioral research into campaign content
Results:
Named 'Campaign of the Moment' by the Australian Association of Social Marketing
This Could Save Your Life: PSA for Indian & Vietnamese Women
Brief: Create and implement digital video campaign to bust cultural myths around cervical screening to increase low participation rates in culturally and linguistically diverse Victorian women.
What Ali did: Project managed, translated behavioral science into campaign content, wrote web copy, developed and implemented media relations strategy, and wrote social media content
Results:
Campaign launch for media resulted in a national TV news package and 88 syndicated stories
278k impressions of Facebook videos, with over 6.4k conversions to the campaign website
Selected to present on this campaign's development, approach, and evaluation at the International Social Marketing Conference.
A Little Awkward for a Lot of Piece of Mind
Brief: Raise awareness of the importance of cervical screening with an integrated campaign, aiming to increase screening rates among young Victorian women. Develop and utilize radio ad (voiced by Australian NOVA FM presenters listen here and here), Facebook, and bathroom ad placements. Pitch TV news package.
What Ali did: Project managed integrated campaign, drove national media coverage, translated behavioral science into campaign content, wrote web copy and radio ad script (link available upon request), developed social media content.
Results:
1.05M people watched the TV news package on Channel 10
190k women reached through radio PSA campaign
14.2k engagements on Facebook
20.1k clickthroughs to Outbrain content marketing
2.65x higher web visits to campaign page during campaign period
