The campaign calls for more effective cervical cancer prevention programmes across Europe. This month’s launch follows Ogilvy winning the account in a competitive pitch in November.
The agency is targeting digital media across Europe, reaching out to bloggers, forums and social networking sites with a video to engage individuals to become ‘activists’ and generate signatures to its online petition.
Ogilvy broadcast and digital account manager Elen Thomas said: ‘One of the challenges is getting past that compassion fatigue and making people feel connected with it. That’s why we went for the digital option so people can own the communication.’
The video contrasts the experiences of a woman in Britain and a woman in Romania, who are given very different levels of provision to help prevent cervical cancer.
Every year, more than 50,000 women develop and 25,000 women die from cervical cancer in Europe. It could be virtually eliminated through organised screening and prevention programmes. But only eight European countries have such programmes.
The campaign will culminate in European Cervical Cancer Prevention Week, which takes place from 20 to 26 January 2008.
