WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2021 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Lemieux Bedard

For: The New Pap

Award: Best Health Care Mobile Website

Click here to see entry creative

About the Entry

How do you get Canadian women interested enough in their cervical health to ask their physician about new tests available? With a digital campaign that bridges the old and the new presenting the “New Pap in town”, a solution every woman should know about. Our research showed us that, while women know they should get a regular Pap test to screen for cervical cancer, they often don’t know that cervical cancer is almost always caused by HPV. Plus, young women in Canada have been offered the HPV vaccine since 2007, so many think they are immune, which is not the case.

Education was the way to go!

With advertising lines telling women “There’s a New Pap in town” or “Do your homework” we made it clear for them that new options existed and were available to them. The “New Pap” terminology allowed us to capitalize on women’s familiarity with the Pap test and make it clear how this test fits into their personal care. We drove women to a website to learn about the differences between the Pap and the new HPV DNA test asking women to push this conversation further with their healthcare professional. This website was the destination of tactics including Instagram stories, web banners, SEM and in-app ads (in dating apps).

 

Award Credits

Contributors:

Creative Director:	Catherine Savard
Associate Creative Director:	Elizabeth Salois
Account Director:	Chantal Abi Saleh
Senoir Copywriter:	Angela Hickman
Project manager:	Kalila Kwan