HPV Patient Awareness
Cervical cancer is caused by the human papillomavirus (HPV), which is the most prevalent sexually transmitted infection. To educate the public about this deadly yet preventable disease, Roche turns to their social channels each January for Cervical Health Awareness Month. Removing the stigma associated with this disease begins by educating the public.
Using the line “My Health, My Future” we put women back in control. We encouraged them to find out their risk of cervical cancer by getting an HPV test—a more effective primary screening strategy than the Pap test alone. We developed a diverse range of digital assets that showcase women from around the world understanding their risk and are taking hold of tomorrow.
We created a Facebook filter to allow social media users to individualize their profile and help spread the message. Additionally, social media posts, web banners, and emails helped drive traffic to our patient education website. Here, infographics and articles helped to break down common disease misconceptions, while a downloadable wallet-sized wellness guide advised women on what to ask during their next check-up.
Country affiliates were quick to adopt and localize the campaign, bringing our message to markets around the world and helping more women understand their options.
This initiative solidified Roche’s position as a thought leader and partner in women’s health and increased followers of Roche’s Cervical Health Facebook page by more than 40%.