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 effectively addressed declining cancer screening rates within the South Asian community, doubling landing page traffic over three months. BTI crafted a culturally sensitive campaign that went beyond information sharing, successfully normalizing a challenging topic and influencing behavioral change.
By identifying barriers to screening and dismantling myths and misinformation, the campaign delivered the life-saving message that “cancer screening saves lives” to the target audience. The impact was profound, not only engaging the community but also motivating them to take proactive action. Apna Health achieved its goal of emphasizing the importance of cancer screening, demonstrating the power of a well-crafted, culturally relevant campaign in driving positive community change.
The campaign’s strategic impact earned an Honourable Mention in Strategic Campaigns at the Hermes Awards, recognizing its effectiveness in delivering a culturally resonant and behaviour-changing message.
Result
The Cancer Screening campaign effectively addressed declining cancer screening rates within the South Asian community, doubling landing page traffic over three months. BTI crafted a culturally sensitive campaign that went beyond information sharing, successfully normalizing a challenging topic and influencing behavioral change.
By identifying barriers to screening and dismantling myths and misinformation, the campaign delivered the life-saving message that “cancer screening saves lives” to the target audience. The impact was profound, not only engaging the community but also motivating them to take proactive action. Apna Health achieved its goal of emphasizing the importance of cancer screening, demonstrating the power of a well-crafted, culturally relevant campaign in driving positive community change.
The campaign’s strategic impact earned an Honourable Mention in Strategic Campaigns at the Hermes Awards, recognizing its effectiveness in delivering a culturally resonant and behaviour-changing message.
