Public health campaign promoting early melanoma detection
/Overview
Melanoma is a significant health concern, particularly in rural and regional Australia. Despite the higher incidence rates in these areas, many individuals lack awareness of the disease and available support services. The Self-Skin Checks, No Regrets campaign aimed to address this gap by providing tailored information and resources to encourage regular skin checks and early intervention.
/Challenge
The primary challenge was to increase awareness of melanoma risk and prevention strategies among rural and regional Australians, particularly older men. Barriers such as limited access to healthcare, low health literacy, and complacency hindered early detection and treatment.
/Solution
The campaign focused on emotionally connecting with the target audience and motivating them to take action. Key strategies included:
- Tailored educational resources: Developing and sharing informative materials, such as infographics, clinician videos, and patient interviews.
- Leveraging digital channels: Utilising social media platforms like LinkedIn, Facebook, Instagram, and Twitter to reach the target audience and drive traffic to the campaign website.
- Engaging stakeholders: Collaborating with organisations like Beyond the Bale to amplify the campaign’s message and reach a wider audience.
- Securing media coverage: Collaborating with media outlets to generate impactful stories featuring patient case studies and expert opinions.
Impact
The Self-Skin Checks, No Regrets campaign achieved significant results:
Extensive media coverage
Secured 142+ media stories across regional publications, reaching millions of Australians.
Strong social media engagement
Generated over 9,000 engagements across various platforms.
Increased website traffic
Achieving 726 page views , with users spending an average of 5 minutes and 14 seconds on the site.
Positive uptake in messaging
The campaign received 100% positive sentiment and strong message inclusion in media coverage.
TESTIMONIAL
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