The ‘Start to Screen’ campaign rounds up
The ‘Start to Screen’ campaign was developed in 2019 as part of the National Cervical Screening Programme’s change to the eligible start age from 20 to 25 years. Launching in early 2020 and disrupted by the COVID-19 pandemic, the campaign pivoted in later phases to encourage women to catch-up on their missed screens during the first COVID-19 lockdown. The campaign has included various digital advertising (TV OnDemand, YouTube), social (Facebook and Instagram) and search advertising.
The last phase of the campaign, over July and August, included the same campaign content that was launched in February 2020. The content has reached nearly 1 million people and 8,800 clicks to the Time to Screen website. Te reo Māori posts delivered strong results with more than 2,500 clicks. Also, four influencers were featured: Lou Tyson, Tia Sagapolutele, Māori Mermaid and Courtney Manu.
The three-phase campaign was created in partnership with Te Hiringa Hauora and the campaign’s advisory group, which includes Māori and Pacific women’s health experts in community and health sector organisations working in screening.