putting a new lens on screen for life programs
The Breast and Bowel Cancer Screening Program is a life-saving, population-based initiative that aims to promote education, awareness and early detection of breast and bowel cancer in Qatar.
However, since cancer in general is a very sensitive topic, people prefer not to mention its name on the whole in Qatar.
Action Qatar, along with the Primary Health Care Corporation, needed to find a way to position the program in a more positive light that people would be open to.
The program overall aimed to:
- Educate people on breast and bowel cancer
- Introduce “Screen for Life” program
- Leverage the sense of awareness towards these 2 cancers (top 2 cancer types in the State of Qatar)
- Generate interest about the program
- Ignite call for action to register for breast and bowel cancer screening
Ultimate objective: Save people’s life
In all marketing and communication channels, USPs and key messages were always driven by optimism while also keeping things very easily understood. Action Qatar developed a TVC concept, storyboard and script to serve one main message: screening for breast and bowel cancer is a routine check-up as simple as any other regular check-up that people usually do.
Action Qatar strategy included:
– Implementing an introductory PR campaign before the launch of the program
– Introducing the program focusing on a simple messaging approach easily understood by the target audience
– Educating the public at large about the Program hierarchy
– Engaging local companies through outreach programs
– Accessible information for all (website, social media, dedicated enquiries email address etc…)
- Nearly 12,000 women screening for breast cancer since PHCC introduced national cancer screening program in 2016 till July end 2017
- Nearly 8,000 men and women screening for bowel cancer since program launch till date.
- Program outreach activities and lectures in October 2016 resulted in having around 2000 registrations for breast cancer screening
- Maximize awareness resulting in ramp of screening participants
- ROI exceeding 4mn QAR from campaign launch to date
- Program success echoed locally and regionally; program spokesperson invited to attend regional health symposiums such as The First Gulf Cancer Conference in Kuwait; The Arab Health Exhibition and Congress in Dubai.