Social marketing – case studies

Campaign: Cervical Cancer Protection

Campaign: Cervical Cancer Protection

Client: The Danish Cancer Society
WPP company: H&K, Copenhagen

Regular screening and vaccination against cervical cancer has the potential to save the lives of thousands of young women.

H&K Copenhagen created a campaign to help The Danish Cancer Society get this message across. Information was given to 200 ‘ambassadors’ on how to protect themselves against the illness. Each ambassador also received a guide to help them pass on the life-saving message to friends and acquaintances. A viral communications campaign was also launched on the social networking site to reach even more young people.

Using these techniques the campaign messages spread quickly, reaching 16,000 people within a week.