Spotlight Awards 2019: Best Content Partnership – Large
WINNER: Public Health England ‘Cervical Screening Saves Lives’
AGENCY: MG OMD
PUBLISHER: Bauer Media
With over 2,500 women a year in England getting cervical cancer, Public Health England wanted to reduce this number by running a campaign empowering women with both the knowledge and the tools needed to get screened.
Bauer Media’s reputation for activism and influence plus their access to a range of female audiences via a variety of magazine titles made them an ideal choice of partner for PHE.
The strategy was to use different influencers, relatable to each magazine brand and audience, in order to start this conversation via their own experiences. In Grazia, heat and Closer, celebrity influencers Megan Barton Hanson, Gemma Cairney and Danielle Lloyd got involved. In Take A Break and that’s life, case studies of women who had been screened were used to engage readers.
Using insight from the Bauer Insiders research panel via questions such as ‘When was the last time you were tested?’ and ‘Why when invited haven’t you attended? the content that was written to debunk any myths and previously held misconceptions.
And the MGOMD and Bauer Media campaign for PHE exceeded expectations.
Amongst the audience researched there was a 17% uplift in knowledge of cervical screenings. Some form of action was taken by 59%, with 31% encouraging other women to attend their cervical screenings.
“The reasons women aren’t attending screening are complex so using the experience of Bauer and the tonality of their titles, we were able to address these multiple barriers in a way that would be more likely to engage with our target audience. The passion and expertise Bauer put into the partnership allowed us to add to the quality of the content and helped the campaign exceed all of its KPIs.”
Emma Logan, Head of Marketing – Ageing Well, Public Health England
“A great story on the power of publishing, highlighting real editorial partnership”
Spotlight judge Laura Moorcraft, Managing Partner, Goodstuff