Addressing the Disparities Black Women Face with Mammograms

While the incidence of breast cancer is about the same for Black and white women, the breast cancer death rate is 40% higher in Black women. This jarring fact is what pushed our Power of Sure campaign; to address the systemic racism and unconscious bias that prevent Black from receiving the high-quality and culturally-competent healthcare they deserve. We used a geographic-based campaign to maximize reach areas with low compliance by Black women per census data and high machine capacity per proprietary data. Messaging was developed with the support of a consumer survey and creative pre-testing to resonate with the target audience. The tone and delivery were warm and confident and included first-person storytelling grounded in facts, avoiding scare tactics. We partnered with real women who told their stories, including multiple generations of Black women. Facebook/Instagram was used as the primary tactic, amplified by programmatic display and video with behavioral and contextual targeting. In 2 months: we saw 6.4 Million total impressions across all platforms. FB/IG had a unique reach of 847K Black women 40+ in the US. 20k Website sessions were driven to BWHIGenius3d.com through FB/IG and programmatic ads, and 1 in 5 website sessions led to a facility finder submission. 3,169 Women provided emails to find their nearest facility at a cost 56% lower than the original creative test. Programmatic Video saw a 69% View-through-rate, significantly higher than the 15% benchmark. FB/IG saw high engagements with almost 15K total reactions, comments, shares. The standard ad recall was 288% above the vertical norm.