Women's Way

Integrated Media Strategy to Promote Lifesaving Screenings

Client

Women’s Way

Tactics

Social Media AdsOrganic Social Media PostsPaid Google AdsDisplay AdsCommunity EngagementOnline Video AdsYouTube Video AdsPush NotificationsTraditional MediaAirtime

Project Goals

Educate North Dakota women about the assistance available through Women’s Way and increase enrollments in the program.

Overview

KAT collaborated with Women’s Way to execute marketing and outreach strategies that complemented the work of their state and local coordinators. The strategic initiatives yielded favorable outcomes for the program. Women’s Way recorded significant growth in program enrollments and enhanced breast and cervical cancer screening rates among Native American and Hispanic women.

The Approach

To reach women aged 35-64, KAT created multi-platform deliverables blending personal testimonials and motion graphics. The messaging emphasized the importance of cancer screenings while encouraging women to visit the program website to confirm eligibility for enrollment.

The Results

The paid media tactics reached 7 million women across digital and broadcast channels. By leveraging advanced audience segmentation strategies, we identified women most likely to qualify for the program. These strategies also enabled us to target and reach our clients’ priority populations effectively, maximizing their return on investment.

Using a strategic combination of airtime and push notifications, the Living Local Network and GoodHealthTV® provided an additional 500,000 plays and 29,382 messages delivered directly to rural and Indigenous citizens.

25.85%

increase in Women’s Way program enrollments

10.35%

increase in program enrollments among Hispanic women

12.5%

increase in new cancer screenings among Native American women