APNA HEALTH
Early Detection is Prevention
A Campaign to Save Lives
LAUNCH CASE STUDY VIDEO
Challenge
Apna Health is a partnership committed to the South Asian communities health and wellness. Created with the support of BTI in 2020, Apna Health has evolved into a multifaceted entity, dedicated to disseminating crucial health information. Since the pandemic, there has been a dramatic drop in cancer screening amongst the South Asian community—an alarming data set that needed to be addressed. Apna Health turned to BTI to help them stop this trend and get life saving messaging out into the community to encourage South Asians to get screened for cancer.
Challenge
Apna Health is a partnership committed to the South Asian communities health and wellness. Created with the support of BTI in 2020, Apna Health has evolved into a multifaceted entity, dedicated to disseminating crucial health information. Since the pandemic, there has been a dramatic drop in cancer screening amongst the South Asian community—an alarming data set that needed to be addressed. Apna Health turned to BTI to help them stop this trend and get life saving messaging out into the community to encourage South Asians to get screened for cancer.
Solution
BTI understood the assignment—to create a culturally relevant campaign that would change a behaviour in an entire demographic. The first step was to understand the reasons for cancer screening hesitancy, and address misinformation that was contributing to the decline in screening. Using qualitative research and Health Canada data, BTI developed a Cancer Screening Campaign focused on breast, cervical and colorectal cancer screening by using statistics, real stories, culturally relatable content (available in Hindi, Punjabi, Urdu, Tamil and Bengali), integrated placement and repetition to create a narrative that was compelling, authentic and impossible to ignore. The campaign included three informative videos, one dedicated to each type of screening program as well as several animations that were promoted on social media. The campaign was visible all over Mississauga and Brampton through vehicle wraps, city transit, bus interiors and shelters, and outdoor billboards — all encouraging viewers to go to a landing page to learn more and get access to resources for cancer screening.
Solution
BTI understood the assignment—to create a culturally relevant campaign that would change a behaviour in an entire demographic. The first step was to understand the reasons for cancer screening hesitancy, and address misinformation that was contributing to the decline in screening. Using qualitative research and Health Canada data, BTI developed a Cancer Screening Campaign focused on breast, cervical and colorectal cancer screening by using statistics, real stories, culturally relatable content (available in Hindi, Punjabi, Urdu, Tamil and
Bengali), integrated placement and repetition to create a narrative that was compelling, authentic and impossible to ignore. The campaign included three informative videos, one dedicated to each type of screening program as well as several animations that were promoted on social media. The campaign was visible all over Mississauga and Brampton through vehicle wraps, city transit, bus interiors and shelters, and outdoor billboards — all encouraging viewers to go to a landing page to learn more and get access to resources for cancer screening.
Result
The Cancer Screening campaign was successful in addressing the critical issue of declining cancer screening rates within the South Asian community. Traffic to the landing page doubled over a 3 month period. BTI orchestrated a culturally sensitive campaign that went beyond disseminating information—it helped to normalize a difficult topic and change the behaviour of an entire demographic. BTI was able to uncover barriers to screening while dismantling myths and misinformation. For Apna Health, getting the message that “cancer screening saves lives” in front of their target audience was truly a life saving measure. The impact was evident as the campaign not only engaged the target audience, but also motivated them to take action. Apna Health achieved its objective of emphasizing the importance of cancer screening, proving that a well-crafted, culturally relevant campaign can be a powerful force for positive change within a community.
Result
The Cancer Screening campaign was successful in addressing the critical issue of declining cancer screening rates within the South Asian community. Traffic to the landing page doubled over a 3 month period. BTI orchestrated a culturally sensitive campaign that went beyond disseminating information—it helped to normalize a difficult topic and change the behaviour of an entire demographic. BTI was able to uncover barriers to screening while dismantling myths and misinformation. For Apna Health, getting the message that “cancer screening saves lives” in front of their target audience was truly a life saving measure. The impact was evident as the campaign not only engaged the target audience, but also motivated them to take action. Apna Health achieved its objective of emphasizing the importance of cancer screening, proving that a well-crafted, culturally relevant campaign can be a powerful force for positive change within a community.
