Get it Done to End Cervical Cancer

Over 90% of cervical cancers are caused by HPV, but the earlier we detect it, the more treatable it is. That makes getting screened for HPV incredibly important—but some women face significant barriers to testing. HPV prevalence is also shifting due to herd immunity, and because of that best practices are changing for HCPs and labs. BD needed a way to share critical information about HPV screening to patients, providers, and lab technicians alike: the importance of extended genotyping for cancer risk identification and persistence monitoring and how self-collected HPV tests can boost lifesaving screening rates.
Audacity Health worked with BD to develop a rallying cry that cut across all audiences: Get it Done. While we tailored messaging to each audience across a variety of deliverables, our end message was always the same: In the fight against cervical cancer, breaking down barriers and getting testing done matters. Over the course of this campaign we designed a new brand for the BD Onclarity™ HPV Assay, developed multiple targeted ad campaigns, web pages, and videos, among many other support materials.