Black Women's Breast Health
The challenge
While breast cancer is the most diagnosed cancer among women, the consequences of having breast cancer are significantly worse for black women. Black women are 40% more likely to die from breast cancer than women of other races, and those younger than 50 are 50% more likely to die. Black women are at increased risk for more aggressive forms of breast cancer, such as triple-negative breast cancer and inflammatory breast cancer, which can be harder to treat. They are also more likely to be diagnosed with breast cancer at a younger age.
So what can an advertising campaign do to combat these grim statistics? Educate and motivate to get screened! Early detection saves lives, so Nevada Cancer Coalition partnered with Estipona Group to encourage black women to get their mammograms.
To get black women to listen to a message on the importance of mammography, we knew it had to come from a trusted source — and that wasn't going to be the government, scientists or even health officials. There was too much historical baggage with those groups. We chose a woman-to-woman, friend-to-friend approach. Fortunately, we had the opportunity to partner with B&A Entertainment Services, an amazing group of Las Vegas women committed to promoting health and well-being in the black community.
Educate & motivate!
All the videos linked back to a website landing page with information about breast cancer and its specific impact on black women, as well as the benefits of getting a mammogram. Buttons that connect the user to mammography locations and free or low-cost services were located throughout the page, as well as a form to request navigation services.
The right content on the right platform
We wanted the voices of these advocates and breast cancer survivors to ring loud and true. To create that authenticity, they invited us to record candid conversations during a team training session where they discussed breast cancer, mammograms, myths, fears, statistics, faith and whatever else came up. From that session, we created a series of social media videos that ran on Instagram, Facebook, Tiktok and YouTube.
The Results
- 4,128,907 impressions
- 66,749 social clicks
- 19,657 web visitors
- 478 actions taken on website
(actions included clicking links to find screening locations or free mammogram services)
