PURPLE RIBBON by Fleishman Hillard for THE KOREAN SOCIETY OF OBSTETRICS AND GYNECOLOGY

PURPLE RIBBON

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Industry Against Cancer
Media Promo & PR, Case study
Market United States
Agency Fleishman Hillard
Designer Nahyun Kim
Released August 2012

Credits & Description

Category: Healthcare and Services
Advertiser: THE KOREAN SOCIETY OF OBSTETRICS AND GYNECOLOGY
Product/Service: CERVICAL CANCER PREVENTION
PD/Vice President: Soo-Yune(Shannen) Jung (Fleishman-Hillard Korea)
PM/Account Manager: SuYeon(Erica) Park (Fleishman-Hillard Korea)
Junior PM/Account Executive: Taeyoung(Tien) Kim (Fleishman-Hillard Korea)
Twitter manager/Senior Account Executive: Jeonghoon(Ben) Heo (Domo Communication(sister company of Fleishman-Hillard Korea))
Me2day(Korean Twitter) Manager/Senior Account Cordinator: Bora(Violet) Kim (Fleishman-Hillard Korea)
Designer: NaHyun(Natie) Kim (Domo communication(sister company of Fleishman-Hillard Korea))
Media placement: Press Release - Yonhap(News Wire), Kyung-Hyang Shinmoon, Seoul Shinmoon, Financial News, Mae-Il - 13 May 2010
Media placement: Photo Event - Chosun Daily, City Shinmoon, Herald Busines, Yonhapnews(News Wire), Newsis(News - 19 May 2010
Media placement: TV Report - SBS TV - 17 May 2010 ~ 20 May 2010
Media placement: In-Depth Feature Article - Chosun Daily - 19 May 2010
Media placement: Feature Articles - Daily Focus(Free Tabloid) - 17 May 2010 ~ 19 May 2010
Media placement: Feature Article - Weekly Dong-A - 13 July 2010
Media placement: Feature Article - Economist (Weekly Magazine) - 10 August 10
Media placement: Press Release - Kukmin Ilbo, Financial News, A-Joo Business Daily, Hankook Ilbo, Etc. - 28 September 2010
Media placement: Feature Articles - Metro(Free Tabloid), Mae-Il Business Daily - 4 October 2010
Media placement: KOL Interview - Mae-Il Business Daily - 10 November 2010

Summary of the Campaign
To address the dramatic rise of cervical cancer among young Korean women ages 20-35, the Korean Society of Obstetrics and Gynecology (KSOBGY) set out to destroy barriers to disease prevention.

The Purple Ribbon campaign took aim at cervical cancer as the second most deadly cancer after breast disease, but widely believed to be an illness that strikes middle-aged and older women. Primary research showed that in a little more than a decade, cervical cancer nearly doubled in women under 35, while only 9 percent participated in screenings.

Purple Ribbon sought to create awareness among young women on the importance of prevention, and drive these women to get vaccinated. Social media encouraged dialog and promoted preventative care.

The program’s overarching strategy was to give women information and tools to raise awareness and motivate preventative action.

Through a high-profile program that included "Doctor Cafes" and dialog on Korea’s most popular social networking channels for young women, KSOBGY broke through and affected change. Within weeks of the program’s launch, the number of young women who said they intended to get vaccinated increased 43.4 percent. Later, the program saw significant increases in women who said they would seek out vaccination within the next month.

The Situation
Conventional thought throughout Korea has been that cervical cancer is a disease which young women do not have to worry about, since most believe it is a cancer that strikes primarily middle-aged and older women. But in the last decade and a half, the medical community in this nation has seen the incidence of cervical cancer among younger adult women (under 35) nearly double.

To address this, the Korean Society of Obstetrics and Gynecology (KSOGY) created a comprehensive education campaign to change younger women’s thinking and behaviour about the disease and curb the upward trend in cancer occurrence among them.

The Goal
- Create awareness among young women about the importance of cervical cancer prevention and drive these women to become vaccinated.
- Engage women through social media to kick-start dialog and advance preventative care.

Primary research showed the incidence of cervical cancer among Korean women under the age of 35 had nearly doubled in recent years and that only 9 percent of this age group participated in screenings. Moreover, culturally it is considered taboo for unmarried women to visit an OBGYN.

The campaign’s primary target audience was women in Seoul between age 20 and 35.

The Strategy
To achieve the program’s goals, the overarching strategy was to give women the information and tools to overcome barriers to seeking help in the prevention of cervical cancer.

To accomplish this, the following strategies were put in place:
- Purple Ribbon icon: Borrow on the power and immediate recognition of the international breast cancer pink ribbon symbol to gain attention and unite all elements. (Purple signifies nobility in Korea.)
- Focus communications on one clear message: Cervical cancer can be prevented through regular screenings and vaccinations.
- Break down psychological barriers by making it easy for women to talk with doctors and each other about cervical cancer.
- Utilize Korea’s most popular social networking channels to get women talking about the disease in their communities.
- Create Korea’s first disease prevention Twitter account and enable doctors to make consultative posts.

Execution
- Announced first-ever Cervical Cancer Prevention Week at launch event, utilizing data on escalating disease numbers and low vaccination rates to establish urgency behind the issue.

- Launched "Doctor Cafes" in office parks and college campuses to establish a comfortable atmosphere for women to talk with physicians and others about the issue. Professional baristas served coffee and steered women to doctor’s onsite.

- Developed online community and information hub on Korea’s number one portal site, NAVER.

- Organized two-way communication via Twitter and leading channel for young women, Me2day, which allowed campaign participants to upload and share their own content, experiences and thoughts with one another.

- Arranged nation’s first online medical consultation on Twitter by opening an account and making obstetricians available to answer followers’ questions twice a day for two months.

- Conducted comprehensive media campaign with extensive coverage in television, radio, print and online outlets.

Documented Results
* Create awareness among young women about the importance of cervical cancer prevention and drive these women to become vaccinated.

- 124 media placements and 57.6 million impressions, including Korea’s largest news daily Chosun Ilbo.
- Key messages about trends needed for preventative care carried through in coverage.
- Within a month, number of women who said they intend to get vaccine increased by 43.4 percent. Later, those who said they would get vaccinated within the next month increased from 30.3 percent to 73.7 percent.
- Women in their 20s showed the highest rates of intention to receive the vaccine.
- 400 people participated in Doctor Cafe consultations.


* Engage consumers through social media to converse with physicians, others to advance prevention.

- 1,985 followers of the Twitter account, 853 followers of the consultation account, and 754 followers of the Me2day account.
- More than 250 consultations with physicians on Twitter.