Y!NZ: National Cervical Screening Programme Case study

Posted by IAB Australia On August 22, 2011 Research & Resources

Client: National Cervical Screening Programme
Target Audience: Female 30-49
Agency: GSL Network
Brief: Extend reach of existing TVC Y!NZSolution: Targeted Pre-Roll Video

The Campaign

The National Cervical Screening Programmehad traditionally used standard display advertising to drive women through to their website in order to educate and inform them as to the reasons why having cervical screening is important.

Whilst this creative platform has proven to be a successful tactic, there was no compelling reason for women to re-visit the site once they are aware of the benefits of screening and have enrolled in the programme. Therefore, the agency needed to constantly evolve the digital strategy; to find new channels to encourage new visitors. Therefore, online video was identified as the ideal channel to reach a new audience and engage them with the campaign’s message. Of equal importance is that environments in which the programmeis advertised need to be relevant to women.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.