Act like a campaign. Think like a brand.
Cervical cancer is one of the most preventable cancers but LGBTIQ people in NSW are less likely than the general population to have a cervical screening. With national changes to the pap test in 2018, ACON decided this was the perfect time to bring this message to the LGBTIQ community. It was crucial the campaign reached not just ‘lesbians’ but the full spectrum of LGBTIQ people with a cervix, encouraging them to get cervical screening regardless of how they identify or who they have sex with.
While the campaign is focused on gaining as much immediate impact with our target groups, the brand thinking was focused on establishing a long-term relationship between ACON, cervical screening and the LGBTIQ and healthcare communities. With a trusted brand relationship, we can then continually communicate messages, and with greater effectiveness than focusing on the short-term goals of a campaign alone. This thinking is something that stretches far beyond aesthetics alone.
Social Media Graphics
I want to thank Bench creative – we have developed an important new relationship with this very community oriented creative agency – one that has been critical to authentic representation of a diverse range of community talent within this campaign.
– Karen Price, Deputy CEO, ACON