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. BD needed an elegant, approachable and empowering brand to help invite and motivate more women to screen using an accessible, self-collection test.

This integrated campaign spoke to three distinct audiences across digital, print, video and event spaces. It was also translated into French for an expanded campaign in Canada.

The Get it Done campaign was segmented into two professional audiences: healthcare providers and lab technicians. It was also extended into a patient outreach campaign. All three audiences have a vital role to play in encouraging uptake and getting more screening done. BD worked with Audacity Health to craft a series of digital videos, landing page, and a wide variety of leave-behinds, brochures and educational content that created a distinct funnel for each audience.