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Inside Knowledge: Gynecologic Cancer

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Generating Awarness About Gynecologic Cancer

The Centers for Disease Control and Prevention’s (CDC) Inside Knowledge: Get the Facts About Gynecologic Cancer campaign informs women and health care providers about the five main types of gynecologic cancer: cervical, ovarian, uterine, vaginal, and vulvar. PRR worked with the CDC to recruit partners in the nonprofit, media, and retail sectors to increased awareness and distributed lifesaving materials .

Community Outreach

Leveraged non-profit relationships to ensure community level outreach through events in partner program site locations.

Media Partnerships

Identified and secured media spots on radio stations listened to by the target audience, African-American women.

Celebrity Spokepeople

Helped select spokespeople including celebrities Janelle Monáe, Russ Parr, Tom Joyner, and Al Sharpton.

Social Media Engagement

Created targeted social media content and delivered tweets, messages, and blog entries to social media followers.

Results

Approximately 1 million American women are living with gynecologic cancers. Each year, about 83,000 women in the U.S. are diagnosed with a gynecologic cancer and approximately 28,000 women die from one. Through more than 50 Facebook messages, 117 tweets, and four blog entries, targeted messages were delivered to 25,000+ imperative social media followers. The two Imperative news articles for national distribution intended to expand dialogue about African-American women and gynecologic health was solicited for placement in 10,000+ newspapers, and thousands of online publications. More than 42 posters, 1,200 symptom cards, and 800 fact sheets were disseminated at Imperative community level events. As a result of the sponsorship with Cumulus Media Networks, more than 11,230 spots were aired with nearly 1.7 million impressions and a comparable advertising value of $119,500. The social and digital media campaign generated more than 3.9 million impressions, with a total value of $31,858.

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Temeika L. Fairley, PhD

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