Women's Health
Breast Cancer Awareness Campaign - Australia
Client: Queensland Health.
Target Audience: Women aged 50-59 residing in higher socio-economic areas; Women aged 40+ residing in metropolitan areas.
Summary: The breast cancer intervention involved the implementation of 160 display points as part of an extension of a previous campaign run on behalf of Queensland Health during 2002/2003.
For this 2003/2004 intervention, the principal target group was identified as women between 50-59 years who lived in the higher socio-economic areas. Women over 40 who lived in metropolitan areas were also targeted though as a secondary group. These target groups were identified as a priority population for information regarding breast cancer screening. A total of 3 A4 messages were installed into female only bathrooms within the venue categories of cinemas, health and fitness centres and shopping centres.
Domestic Violence Prevention ‘Australia Says No’ Campaign - Australia
Client: Department of Prime Minister and Cabinet.
Target Audience: Women aged 16-30 years;
Summary: Convenience Advertising implemented a national narrowcast program for the Office for the Status of Women in 2004, “Violence Against Women – Australia Says No”. This program formed part of the Federal Government’s $20 million national campaign against domestic violence and sexual assault.
The narrowcast element targeted males and females aged 16-30 with 1751 A4 messages in a sustained and sensitive manner for three months in 181 shopping centres, cinemas, stadia and licensed venues. Nationally, messages reached 7.8 million patron visits per week.
Messages aimed to raise awareness and signpost the National Domestic Violence Helpline – an Australian Government funded, 24 hour confidential help line providing immediate assistance by experienced Lifeline-trained counselors.
The program targeted men and women separately with two different complementary messages:
• Men: “If you want to stop your mate assaulting his girlfriend, call for help.”
• Women: “If you are being abused or assaulted, call for help.”
Drink Spiking Prevention Program - Australia
Client: Crime Prevention Victoria.
Target Audience: Men and women aged 18-30; staff of licensed premises.
Summary: Convenience Advertising has built on the success of the “Keep and eye open” drink spiking campaign, with its second Victorian education program in 2004-05. Funded by Crime Prevention Victoria, “Keep an eye open” was launched in May 2002, aiming to reduce the risks and harms associated with drink spiking.
Educational messages for licensed venue staff and patrons were implemented warning the target audiences about the dangers of drink spiking.
Result: An independent evaluation showed almost 70 per cent of patrons of these venues remembered the campaign without prompting. Convenience Advertising and Utility developed three new messages – one each for men, women and bar staff. There were 500 of these in 100 loci of risk and engagement venues state-wide.
The key findings of the campaign include:
• 66 per cent of patrons recalled the material without prompting. This rose to over 90 per cent when prompted;
• 97 per cent thought bathrooms of venues were appropriate for the campaign advertising;
• 96 per cent of staff members recalled the material without prompting;
• 82 per cent of staff said they found the information relevant and useful to them.
Pap Smear Intervention Program - Australia
Client: Queensland Health.
Target Audience: Women aged 16-60 years.
Summary: In January 2004, Convenience Advertising Queensland placed 160 display points into 24 venues which cater for the broader target group of women aged 16-60 years, to promote the Pap Smear Register.
The strategy developed by Queensland Health aimed to place information regarding the Pap Smear Register within the toilet areas of clubs, gyms, shopping centres, cinemas and entertainment venues. The target audience for this campaign was women aged 16-60 years who by nature of their age and gender need to have regular Pap Smear tests for their health.
Women’s Health Joint Awareness Program - Australia
Client: Queensland Health.
Target Audience: Women
Summary: In September 2003, Convenience Advertising Queensland was chosen to install a combined narrowcast intervention that was the first joint cooperation within departments for an education program utilizing the Convenience Advertising strategy.
Targeting women in order to encourage breast screening and a Pap Smear test, this process involved the installation of 160 display points in October 2003 for the Breast Screen Awareness messages (for a 3 month period). In January 2004, 60 Pap Smear messages were installed.
Young Women and Alcohol Program - Australia
Client: Queensland Health.
Target Audience: women aged 18-24 years.
Summary: Convenience Advertising assisted Queensland Health to implement a program targeting 18-24 year old women to promote services to help them deal with problem drinking through the supply of six-panel take away cards and A4 messages.
Informing the young women of the risks associated with excessive drinking, the campaign involved the installation of the “Make up your own mind about drinking” messages in female bathrooms of locus of risk venues, such as hotels, nightclubs, universities and TAFEs in Brisbane, Toowoomba, Rockhampton, Gold Coast, Sunshine Coast and Cairns.
Result: A card activity report for the first month using the licensed venue category only indicated the cards were well received with 11,392 cards taken during that month.
The intervention reached 296,300 young women each week throughout the duration of the campaign.
Crisis Pregnancy Campaign - Ireland
Client: Crisis Pregnancy Agency.
Target Audience: Women aged 18-22 years.
Summary: The Irish crisis pregnancy program was established to complement the Irish Government’s national strategy for crisis pregnancy. The program targeted 18-22 year old female college students and aimed to highlight the services offered by Positive Options, a confidential directory providing a list of agencies that are skilled in the area of crisis pregnancy. It encouraged young females attending college to seek this service via SMS and Internet.
Results: Two researchers conducted 77 interviews with female college students from three different colleges. The results found that 40 per cent of students recalled the messages without prompting. When prompted this figure rose to 70 per cent. 70 per cent of women claimed that they ‘definitely’ or ‘probably’ would use this facility.
97 per cent of respondents agreed that advertising in the washroom area is a good idea. Overall, 1,700 text messages were received via the SMS function. Due to the positive results, an extension of the campaign was granted.
