Goshen Health Cervical Cancer Awareness Billboard

This year, an estimated 14,100 women in the United States will be diagnosed with invasive cervical cancer and over 4,000 will die of the disease. With regular screenings and HPV vaccination, cervical cancer is nearly 100% preventable and treatable. Since cervical cancer is the only gynecologic cancer that has recommended screening tests, Goshen Center for Cancer Care wanted to focus on the importance of cervical screening targeting all women aged 21-65 within a 50-mile radius of Goshen Hospital. The goal was to drive referrals to the Goshen Center for Cancer Care and identify more cervical cancers in the community early when more curative treatment options are available. However, as any woman knows, a Pap test isn't something one likes to think about—so, many don't.

Working with a modest $45,000 budget for the entire campaign, we needed to be highly creative and strategic in communicating that Pap tests are not scary. Rather, they are key to staying healthy and well, and it’s important not to put them off. We created a journal ad pairing the recognizable teal ribbon with a showstopping headline and a memorable URL: “PapASAP.com.” The catchy campaign lent itself beautifully to the simplicity needed for an attention-grabbing billboard with the URL doing double duty as the call to action urging women to get a Pap ASAP.