HOLOGIC

We Can Change This STAT

Many women are uninformed of the prevalence and preventative nature of cervical cancer. The goal of We Can Change This STAT is to help women take control over their cervical cancer risk by requesting Pap+HPV testing from their doctors by name. We aimed to disrupt the norm and gain women's attention through a unique combination of empowering language, jarring visuals, and a partnership with sports broadcaster, TV personality, and cervical cancer survivor Erin Andrews.

We created social tiles, print materials, OOH (displayed in Times Square), a brand new style guide, and a completely revamped Pap+HPV website. Web copy can be viewed here.