Objective: Evolve a current campaign to show how Publicis Health is committed to closing the gap in Cancer prevention and treatment for under-represented audiences.
Target Audience: Hispanic/Latino community
Strategy: Drive HPV vaccine completion rates among the Hispanic/Latinx communities by getting them to make it to third base.
Role: Art Director
Team: Sophie Moller, Rayna Varma, Maureen O'Reilly
Tools used: Adobe Photoshop
CAMPAIGN
Publicis Health Media and Digitas Health partnered with F Cancer, a non-profit
advocacy group dedicated to the prevention of cancer. The agencies created
a multi-platform awareness campaign called “HPV Fs Everybody” that targets
Gen Z and young people on the importance of the HPV (Human Papillomavirus) vaccine.
We chose to extend this campaign to the Hispanic and Latinx community.
For more information about HPV F's Everybody campaign, click here.
advocacy group dedicated to the prevention of cancer. The agencies created
a multi-platform awareness campaign called “HPV Fs Everybody” that targets
Gen Z and young people on the importance of the HPV (Human Papillomavirus) vaccine.
We chose to extend this campaign to the Hispanic and Latinx community.
For more information about HPV F's Everybody campaign, click here.
RESEARCH
• Hispanic/Latino individuals have among the highest HPV infection rates, with over 40% of Hispanic/Latino men and women having a
current genital HPV infection.
current genital HPV infection.
• Hispanic and Latino populations have high HPV vaccine initiation rates but low completion rates for the three required doses.
Without all three doses, people are not fully protected from HPV. To further this campaign to the Hispanic & Latino community, we came up with the campaign, "Make It To Third Base", combining the meaning of the three bases in baseball, the third base in relationships, and the
three doses needed for HPV.
three doses needed for HPV.
WHY BASEBALL?
• Baseball is important to the Latin American culture and is seen as a way to form community.
• Since 2016, every MLB team is required to have at least two full-time Spanish language interpreters.
CREATIVE PLATFORM
To represent the Hispanic/Latinx community, we've partnered with the LA Dodgers, Miami Marlins and the Philadelphia Phillies during Hispanic Heritage month (September 15 - October 15).
At 29% of the fanbase, Hispanics make up a large portion of Dodgers and Marlins fans. The Phillies also have a high percentage of Hispanic fans compared to other MLB teams at 18%.
At 29% of the fanbase, Hispanics make up a large portion of Dodgers and Marlins fans. The Phillies also have a high percentage of Hispanic fans compared to other MLB teams at 18%.
Social media ads on Instagram and Facebook that includes three Hispanic players from each team to represent the Hispanic and Latino community and to bring awareness to our campaign before audience steps foot into the baseball stadium.
OOH ads from left to right: Philly - subway station, Miami - billboard, Los Angeles - bus and train.
We researched the main form of transportation from each state and placed our ads accordingly.
We researched the main form of transportation from each state and placed our ads accordingly.
Multiple vaccine trucks will be available surrounding the baseball stadiums with HCP's and Spanish translators administrating the HPV vaccine. People will be able to schedule a vaccine using the scheduling feature on their ticket to the game.
Baseball card that people will receive after they get their vaccination at the truck. QR code leads to a digital calendar that schedules the next shot needed.
Jumbotron ads at the baseball stadiums that include a QR code. It sends people to the schedule feature to schedule their vaccine at the trucks if they have not already.
