Baylor Scott & White Health Power of 2 Campaign
Bringing a campaign idea to life.
The Challenge
Encourage women to schedule mammograms all year long and to use the task and associated activities as a source of inspiration and motivation for sharing to encourage others to follow suit. Our client came to us with a campaign brief, some preliminary creative, and a request for help bringing it to life in digital.
The Solution
Our first task was a brainstorm to explore ideas. We established a clear Point of View to focus our brainstorm and several How Might We questions to guide our exercises and keep us on task. Our solution centered on the idea of strength in numbers and unity. This was an activity that many women feared. Whether it was fear of the procedure, fear of the unknown, or fear of not being in control of their health and well-being. We aimed to help women conquer that fear through positivity, encouragement, and empowerment. We created a messaging platform, tools, and information for easily sharing and encouraging each other to take charge of their health.
Activities and deliverables included a custom campaign website that introduced the campaign and explained how the mammogram process works. Core functionality centered around social advocacy with preset messages for Facebook, Twitter, email, and SMS/text messages. The site included a custom tagboard integration for displaying social posts tagged with the campaign hashtag. Also featured were FAQ-based statistics and facts about mammograms and breast cancer, a custom location finder using Google Maps, and online appointment scheduling functionality.
Additional activities for bringing the campaign to life included custom graphics, flyers, table tents, and props for a photo booth experience set up at the women's imaging centers. Employees at Baylor Scott & White Health were provided a script, talking points, and a system-wide email explaining the campaign, objectives, and how they could help with activation. A social media influencer campaign was established with multiple tiers of sponsored postings. A custom marketing plan was built to focus on high relevancy networks and included boosted posts, patient testimonials, and display advertising.
This was a Hileman Group project completed in collaboration with Lea Titas for content strategy and copywriting; Kate Penrod for visual design; and Ken Sugiura for front-end development. I led the creative strategy, creative direction, and UX approach for this project and oversaw all creative delivery efforts.