Client: National Cervical Screening Programme
Target Audience: Female 30-49
Agency: GSL Network
Brief: Extend reach of existing TVC Y!NZSolution: Targeted Pre-Roll Video
The Campaign
The National Cervical Screening Programmehad traditionally used standard display advertising to drive women through to their website in order to educate and inform them as to the reasons why having cervical screening is important.
Whilst this creative platform has proven to be a successful tactic, there was no compelling reason for women to re-visit the site once they are aware of the benefits of screening and have enrolled in the programme. Therefore, the agency needed to constantly evolve the digital strategy; to find new channels to encourage new visitors. Therefore, online video was identified as the ideal channel to reach a new audience and engage them with the campaign’s message. Of equal importance is that environments in which the programmeis advertised need to be relevant to women.
