Cancer Institute NSW needed to educate people about changes to the cervical screening test, which now looks for HPV instead of abnormal cells, every five years instead of every three.
Priority number one was ensuring that women knew what the changes entailed and understood why it’s so important to get tested. To communicate the changes with women all over the state Cancer Institute NSW developed a social campaign – but they needed eye-catching animations to tie it all together.
Understanding the audience were largely 90s kids, we developed animations heavily influenced by the era. These simple but effective animations were to be used across Instagram and Facebook ads to entice women to find out more about cervical screening.
The final animations were fun, cheeky graphics that broke away from the usual stale, serious look of communications in this field. The animations provided useful information and a clear call to action for women – to book a cervical screening at their local clinic.
These ads successfully drove traffic towards the Cancer Institute NSW’s website and engaged with the target audience.
