Screening campaign
The private “Lachezar Tsotsorkov” Foundation aims to contribute to the well-being of Bulgarians by supporting culture, talent development, promoting innovation and achievement in education and healthcare, and by helping disadvantaged children. It has been facing the common challenge health sector in Bulgaria faces. There are no screening programs for prevention of colon cancer. So, it initiated such pilot program for a first time in Bulgaria, and it needed a strong awareness. The program aimed to raise awareness about the need of society to access regular preventive screenings as of 50 y.o. because preventing colorectal cancer is finding it early. We talked to the target audience and to professionals – doctors, government, and institutions. The latter played an important role because they had the power to change the healthcare system in the country to improve the situation. The creative idea “There is NO reason Not to KNOW” stepped on key insights about our primary audience. The communication focused on SM, media, and OOH to reach more 50+ y.o. people. KPIs were to reach at least 100K monthly users in SM, 360K media reach and 1.2M media impressions. Relevantly small, but a test KPIs for a pilot campaign in Sofia only. Results, however, achieved 200K SM reach per month, which was 2 times more, 1.6M media reach which was 4.5 times more, and 6.9M media impressions, which was almost 6 times more our goals. The awareness succeeded, now a lot of people are asking about tests.