1. BCAM 2017 Campaign Overview
Campaign launches October 2017

2. Business Objectives Breast Cancer Awareness Month (BCAM)
Increase informed participation in breast cancer screening

3. Communications Objectives
Drive awareness of getting screened for breast cancer among women aged 50-54
Motivate women aged to book a mammogram every two years.
What does success look like?
Public Relations: 100% of media coverage to include at least one key message and/or CCO spokesperson, 100% of media coverage to be positive/neutral in tone
Paid Media: Estimated 1,500,000 impressions on social media based on budget and avg. CCO CPM
Social Media: Drive conversation and engagement across Cancer Care Ontario owned channels.

4. BCAM Target Audiences Primary Women ages 50 to 54 in Ontario
Lowest retention rate in the OBSP (aside from these women being new entries into the program)
Secondary
Under/never screened women ages 50 years old and older
Note: Consideration for healthcare professionals as an audience.

5. Key Audience Facts BCAM
In , of the over 2 million women ages eligible for breast cancer screening, about 1.3 million were screened with a mammogram.
Participation: The percentage of women screened specifically through the Ontario Breast Screening Program (OBSP) continues to increase, with 82% of all eligible women having been screened for breast cancer through the program in 2014– 2015.
The number of women who meet eligibility criteria for OBSP screening also continues to increase and is up by approximately 400,000 women since 2008– 2009.
Retention: Among Ontario women who had a mammogram through the OBSP in 2013, 81% returned within 30 months for another mammogram, which is a decrease from the 83% who returned in 2012; retention was lowest in women ages 50 to 54 (77 per cent).
Source: CSQI 2017
CSQI data from Samara

6. Media Consumption Trends BCAM
Women aged 50 to 54 are fairly traditional in their media usage and spend time with digital media
Facebook is the dominant social channel
Check their social feed on regular basis and spend a lot of time researching health concerns
Potential weekly reach of 340,000 users
540,000 individuals in Ontario with weekly potential reach of 63%
Light readers and read the community paper
Heavy readers
Light users vs. the average population but do spend time with the medium everyday
Heavy listeners and listen everyday
Radio
Online
Television
Newspaper
Magazine
Heavy viewers
Source: Vividata 2016 Q3 Readership and Product Database (HYP) April 2017

7. Communications Strategy
‘Fish where the fish are’ to deliver tactics to reach the target audience with a focused message with geo-targeting
Utilize a data-driven approach to reach target audience
Develop tactics to deliver on objective of increasing awareness and in support of informed decision-making
Profile the facts about cervical cancer screening with target audience
Support the Regions to create a localized campaign to drive to increase awareness to get screened
Develop a community-based social marketing campaign with provincial and regional engagement

8. Summary of Communication Tactics
Recommended tactics are a blend of traditional, social and online to create awareness of getting screening for cervical cancer.
Public Relations
Digital
Social Media Channels
Community-Based Social Marketing
Internal Communications
Regional Toolkit

9. Provincial Outreach Support for BCAM Campaigns in the Regions
Distribution of Provincial Press Release
Social Media messages (Facebook, Twitter, Linkedin)
Regional Toolkits
Campaign landing page, cancercare.on.ca/bcam which provides the following resources:
Provide key messages, facts, tips, and quote from program lead
Links to all community-based social marketing and relevant web pages on CCO’s website
Links to OBSP pages and participating sites
Language to support informed decision-making e.g. facts, Q&A
Note: Consideration for healthcare professionals as an audience.

10. Provincial Outreach cont.
Paid Facebook Ads:em
Media Objective
Drive awareness and intent of three messages in the month of October pertaining to:
Breast cancer screening (WM 50-54)
Cervical cancer screening (WM 50-69)
General awareness ad, speaking to both
Target(s)
Women (BCAM); Women (CCAW)
Languages
English (100%)
Region
Ontario
Timing
BCAM: Sept. 25 – Oct. 15, 2017
CCAW: Oct. 16 – Nov. 5, 2017
Combined Ads: October, 2017
Note: we’ve included both campaigns in this slide for paid media to show the ads will not be directly competing with each other due to the overlap in target audience. We wanted to ensure the target messaging for each respective campaign hits the target audience, but not at the same time.

11. Campaign Concepts Real women of Ontario Life-style based imagery
Heroine image
Diversity including engaging First Nation, Inuit and Métis
Creative products that regions can custom order to fit their respective populations
What we know both target audiences will respond to / engage with
A heroine type image- neutral pose/ tone not too happy, or sad; imagery that could span SES groups

12. Regional Resources for the CCAW/BCAM Campaigns
Regional Outreach
Regional Resources for the CCAW/BCAM Campaigns
Regional hub of resources:
PR tool kit for local distribution including key messages, adaptable regional news release (template), sample media Q&As and social media posts
PR tool kits are currently accessible to all regions
Both digital and hard copies of postcards, posters, pull-up banners, and imagery for social media posts