Case Study – Breast & Cervical Cancer

Breast & Cervical Cancer Early Detection Program
New Mexico Department of Health

Challenge: Educate low-income women in New Mexico who have little or no health insurance about programs that will cover the costs of women’s health exams, including mammograms.

Approach: Since 2001, CWA Strategic Communications has worked with the New Mexico Department of Health Breast & Cervical Cancer Early Detection (BCC) Program to educate women about the importance of getting regular women’s health exams, including mammograms. For eligible women, the BCC Program will pay for these important cancer screenings.

Using social marketing strategies, CWA has built and maintained a brand for the BCC Program, in addition to implementing several short-term campaigns to reach underserved populations in New Mexico.

The “Debes Saber/You Need to Know” campaign was directed to Hispanic women ages 50 to 64 throughout New Mexico with a media campaign, including TV, radio and outdoor; outreach activities, including a health fair; and print materials, including a fotonovela and direct mail.

The Black/African American Women’s Initiative reached women in the Albuquerque area through a campaign that involved hiring an outreach coordinator from the community; a magazine titled “Circle of Love”; presentations to church and women’s groups; radio talk show interviews; articles and ads in a local magazine; an entertainment education piece; and an incentive program.

Results: BCC branding has been at the forefront of the program since 2003. In addition:

  • The “Debes Saber/You Need to Know” campaign resulted in a 300% increase in calls to the BCC hotline and a 55% increase in women accessing mammograms in Bernalillo County.
  • The Black/African-American Women’s Initiative strengthened communication and trust among leaders and the community, and achieved an 18% increase in Black/African-American women utilizing BCC Program services.

Services: Brand Identity, Social Marketing, Creative Services, Media Placement, Outreach, Owned Media, Advertising, Public Relations

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