MUSE Gold

2022

Showcasing the Disparities Black Women Face in Mammography

Entrant Company

Helen & Gertrude

Category

Integrated Marketing - Integrated Marketing Materials

Client's Name

Hologic - Genius™ 3D MAMMOGRAPHY™

Country / Region

United States

Black women have the highest mortality rate for all cancers combined compared with any other racial and ethnic group. While the incidence of breast cancer is about the same for Black and white women, the breast cancer death rate is 40% higher in Black women. This jarring fact is what pushed the Power of Sure campaign. To address the systemic racism that prevents Black women in the U.S. from receiving the high-quality and culturally competent healthcare they deserve. We aimed to influence Black women to get annual mammograms in geographies where historically mammography rates were low based on census data by raising awareness of the importance of Genius 3D® Mammography in early detection and positive outcomes among women. We highlighted statistics specific to Black women and encouraged an increase in mammograms by empowering them with the information needed to take action, such as a facility finder that shows their nearest 3D locations.

Results from a consumer survey and creative pre-testing helped determine the campaign messaging and visuals that would successfully resonate with the target audience. The campaign had 6.4 Million total impressions across all campaign platforms. Facebook & Instagram had a unique reach of 847K for Black women 40+ in the US in a period of 2 months (about 30% of our potential audience on Facebook and 35% of US potential population per Census data).

19.5K Website Visits: Throughout September and October, almost 20k website sessions were driven to the bwhigenius3d.com website through FB/IG and programmatic ads. Sessions from Facebook stayed on site an average of 36 seconds. Of the website sessions generated from Facebook/Instagram ads, around 1 in 5 sessions lead to a facility finder submission.

3,169 women provided their email to find their nearest facility through BWHIGenius3d.com. The campaign was able to drive almost 3k facility finder submissions, at a cost 56% lower cost than the original creative test.

Creative saw extremely high engagements, with programmatic video resulting in a 69% view-through rate, significantly higher than the 15% benchmark. Facebook & Instagram also saw very high engagements of almost 15K total reactions, comments, shares.

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