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All what is avoidable,
But not ignorable?
an exclusive Zulekha Healthcare Group presentationan exclusive Zulekha Healthcare Group presentation
StatsStats**Cervical cancer is cancer of Cervical cancer is cancer of the cervix. The cervix is the the cervix. The cervix is the part of the female part of the female reproductive system that reproductive system that connects the uterus (womb) connects the uterus (womb) to the vagina.to the vagina.More than 99% of cervical More than 99% of cervical cancer cases are caused by cancer cases are caused by Human Papillomavirus (HPV).Human Papillomavirus (HPV).There are more than 15 There are more than 15 types of Human types of Human Papillomavirus (HPV) Papillomavirus (HPV) responsible for cervical responsible for cervical cancer.8 out of 10 women cancer.8 out of 10 women will be infected with HPV will be infected with HPV during their lifetime. The during their lifetime. The infection is most common in infection is most common in women under the age of 25 women under the age of 25 years. Most women do not years. Most women do not have any symptoms of HPV have any symptoms of HPV infection because their infection because their immune systems suppress it.immune systems suppress it.Sometimes HPV infection Sometimes HPV infection cause changes in the cells of cause changes in the cells of the cervix, which develop the cervix, which develop into cervical cancer.into cervical cancer.Regular cervical screening Regular cervical screening detects precancerous cells detects precancerous cells many years before they many years before they develop into cancer cells.develop into cancer cells.More than 92%of cervical More than 92%of cervical cancer cases diagnosed at an cancer cases diagnosed at an early stage are cured.early stage are cured.
United Arab Emirates• On average, 50-55 women are
diagnosed with cervical cancer each year
• Cervical cancer is the second most common cancer in women
• About half of all cases of cervical cancer occur in women between 35-55 years of age
• 70% of cervical cancer cases are diagnosed at a late stage and are therefore not curable
• There is an urgent need to increase rates of cervical cancer prevention and early detection
• HPV vaccination reduces the chance of cervical cancer by 70%. The Health Authority – recommends
• HPV vaccination for females, from the age of 15 years, once in a lifetime
• Pap smear screening for women, from the age of 25 years, once every 3-5 years according to age group
United Arab Emirates• On average, 50-55 women are
diagnosed with cervical cancer each year
• Cervical cancer is the second most common cancer in women
• About half of all cases of cervical cancer occur in women between 35-55 years of age
• 70% of cervical cancer cases are diagnosed at a late stage and are therefore not curable
• There is an urgent need to increase rates of cervical cancer prevention and early detection
• HPV vaccination reduces the chance of cervical cancer by 70%. The Health Authority – recommends
• HPV vaccination for females, from the age of 15 years, once in a lifetime
• Pap smear screening for women, from the age of 25 years, once every 3-5 years according to age group
The best way to win it, is to The best way to win it, is to
prevent itprevent it!”!”
““
an exclusive Zulekha Healthcare Group presentationan exclusive Zulekha Healthcare Group presentation
impedimentimpedimentBut theBut the
AWARENAWARENESS!ESS!
Not the CANCER itselfNot even the PREVENTIVE
Unlike breast cancer that has over a good number of years
managed to
entrench as entrench as ‘caution‘caution’’ in the
minds of consumers & influencers;
cervical cancer cervical cancer still has a still has a
course to take.course to take. A journey with not just
quantifiable but
cultural cultural obstaclesobstacles, CC is
a concept yet quite unfamiliar to most
people.
““Key Insight”Key Insight”““Key Insight”Key Insight”Consumer BehaviorConsumer Behavior
Why? When? & how are not just questions that go disregarded, but in most cases are deliberately ignored considering a taboo attached. In most of the ME, as in sub-continent this is a rather in-conversable subject considering societal norms & a severe conservative streak to some.
Women accompanied by men, their families and even grouped together usually refrain from any such acknowledgement, considering that the reasons (to the cause) though purely natural and a health alarm are usually taken in different connotation once the word ‘sex’ / women adult-hood is attached to it.
HHouseholdousehold©©
Arabs & Asian Arabs & Asian
There-fore it is not
about how & how far
do you reach with this alarm,
it is what what you say and you say and
how you how you say it say it
makes all makes all the the
difference. difference. Some of
such drives, should not
be only designed to
address women, but should also
focus on the focus on the influencers influencers
(their husbands) in order to make it a family (/
couple’s) concern.
Cervical cancer poses a peril to women only at the time / age of being sexual active. CC is (& can be) as fatal as any other form of cancer, but comes with good news; cervical cancer is preventable / as is curable. The challenge here is not the vaccines off-take or the price tag attached to it, the challenge is to reach out & speak to the right audience with the right approach.
Consu
mer
Behavio
r C
onsu
mer
Behavio
r
Key
Key ©
©
Insi
ghts
Insi
ghts
Communication Communication platformplatform©©
can be delivered on a medic
terminology, stats, fright or mere caution; which leads to
disengagement & refrain.
can be delivered on a medic
terminology, stats, fright or mere caution; which leads to
disengagement & refrain.
FunctionalMedic
can be delivering on plain consumer insight, life, values, HOPE.
can be delivering on plain consumer insight, life, values, HOPE.
EmotiveEmotiveInsight
Campaign Directives
Assured
• Empowering• Driven directly by
consumer
Content
• Confident • A sign of relief
• A gender driven
communication
Content
• Confident • A sign of relief
• A gender driven
communication
Connect
• Engage a partner , couple, or a household
• Drive the influencer
• Touch the consumer &
Influencer PPlatformlatform©©
EffectiveEffective
Primary Audience
Actual Actual consumer consumer [mostly; [mostly; married / in married / in a a relationship. relationship. Statistical Statistical skew: aged skew: aged 22/23 – 25 22/23 – 25 onwards] onwards]
Seco
nd
ary
Seco
nd
ary
A
udie
nce
Audie
nce
Communication intended
audience
Influencers; a husband,
partner, household concern, a couple, a
parent to a child or vice versa
[insight:
women make
sacrifices to bring about a
family, a relationship, a bond]
[for her (own) self,
she’d always
look up to her man]
Take the inverted flight Talk to the “man”
[Husband] Draw a dare connect on the bonding vows
The The underlying underlying
human-truthhuman-truth
Your world Your world revolves around revolves around this one person; this one person; who makes you, who makes you,
your generations & your generations & your home! She your home! She
deserves your love deserves your love
& protection;& protection;
Cervical Cervical Cancer Cancer
is is AvoidabAvoidab
leleTake a simple test Take a simple test
and get her and get her vaccinated todayvaccinated today
AlwaysI’ll be your I’ll be your
man!man!
Your world Your world revolves around revolves around this one person; this one person; who makes you, who makes you,
your generations & your generations & your home! She your home! She
deserves your love deserves your love
& protection;& protection;
Cervical Cervical Cancer Cancer
is is AvoidabAvoidab
leleTake a simple test Take a simple test
and get her and get her vaccinated todayvaccinated today
Now Now & & ForeverForeverI’ll be your I’ll be your
man!man!
Your world Your world revolves around revolves around this one person; this one person; who makes you, who makes you,
your generations & your generations & your home! She your home! She
deserves your love deserves your love
& protection;& protection;
Cervical Cervical Cancer Cancer
is is AvoidabAvoidab
leleTake a simple test Take a simple test
and get her and get her vaccinated todayvaccinated today
AlwaysI’ll be your I’ll be your
man!man!
Considering the cause and similarity of the
vision, in line with the prior /
on-going initiatives the “cause” engagement
is instantaneousDelivering through the
institutional brand or with a closer to drive
brand [always], the element of RTB works
brilliantly. Endorsed by The trusted brand in
healthcare, can take this campaign ballistic.
Considering the cause and similarity of the
vision, in line with the prior /
on-going initiatives the “cause” engagement
is instantaneousDelivering through the
institutional brand or with a closer to drive
brand [always], the element of RTB works
brilliantly. Endorsed by The trusted brand in
healthcare, can take this campaign ballistic.
(reference (reference video video presentation) presentation) Deliverables Deliverables
Brand Brand
ConnectConnect™™Communication PlatformCommunication Platform
““Captivating Captivating radio radio commercialscommercials
SMS – IVR, SMS – IVR, Social MediaSocial Media
Directive print Directive print ads and press ads and press releases releases
OOH activations OOH activations at family at family hangout, cafés hangout, cafés
Delivering a 360 Delivering a 360 degree consumer degree consumer experience at ZHexperience at ZH
Direct Mailers Direct Mailers
Corporate Visit Corporate Visit to male & female to male & female setups setups
TV Content TV Content integrationintegrationss
This is phase one to the
eradication of risk, the
stance is to educate &
deliver. Phase 2 activates
once the message gets
through; for phase two we communicate
at a / for a basic level (15
years onwards)
This is phase one to the
eradication of risk, the
stance is to educate &
deliver. Phase 2 activates
once the message gets
through; for phase two we communicate
at a / for a basic level (15
years onwards)
Disclaimer*
an exclusive Zulekha Healthcare Group presentation.an exclusive Zulekha Healthcare Group presentation.
Bra
nd S
trate
gy &
Pla
nnin
g, Z
ule
kha H
ealt
hca
re G
roup,
all
rig
hts
rese
rved®
.