The Communications Group partnered with a public health initiative in Arkansas to develop a revitalized outreach program that educated underserved communities, increased access to screenings, and achieved measurable enrollment growth within just 30 days.
A public health initiative in Arkansas aimed at promoting breast cancer screening to underserved populations had stalled over a three-year period. Enrollment in the program remained minimal, reaching only a fraction of the target audience. The Communications Group was tasked with revitalizing the program and driving greater awareness and participation by addressing barriers to access and education.
The program faced declining engagement due to ineffective marketing and limited reach. With low enrollment and little progress over three years, the goal was to reimagine the campaign and develop a strategy to educate and motivate underserved populations to prioritize breast cancer screenings.
The Communications Group conducted extensive research to identify the barriers and opportunities within the program. Based on the findings, we proposed a four-tiered strategy:
1. Reach: Identified high-density populations geographically and analyzed their media usage. Developed an integrated strategy combining media, public relations, and events to reach these communities.
2. Teach: Crafted educational messages to inform women about the importance of early detection and how to enroll in the program, including offering free mammograms.
3. Engage: Organized community events, including mobile mammography units, to make screenings accessible and connect directly with the target audience.
4. Report: Tracked outcomes and adjusted tactics to ensure measurable improvements.
This comprehensive approach effectively bridged the gap between education and action, making screenings more accessible and increasing awareness in underserved areas.
The Breast Cancer Screening Initiative achieved remarkable success in revitalizing its outreach efforts and driving participation among underserved communities. Within the first 30 days of the relaunch, enrollment in the program increased by over 30%, a significant milestone given the program’s previous stagnation. This growth was accomplished on a budget nearly 50% lower than expenditures over the previous three years, demonstrating the cost-effectiveness of the new strategy. Community engagement events, including mobile mammography units, played a crucial role in connecting directly with the target audience, making screenings more accessible and fostering trust. By combining education, strategic outreach, and accessibility, the initiative successfully empowered women to take proactive steps toward their health, reinforcing the importance of early detection and preventive care.
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