Class:
Consumer Promotion

Objective:
To increase first time mammograms, encourage women to have regular breast exams and establish a database of future customers.

Strategy and Execution:
The advertiser wanted to motivate and encourage women, ages 35 and older, to initiate and maintain breast health. A "user friendly" Breast Health Kit was used to educate and aid recipients to give themselves monthly breast examinations. This boxed kit included calendar stickers with a special sticker for an annual exam. To aid the recipient with regular home check-ups, there was an imprinted "Women's Health Services" white satin pouch that included a teaching breast model, fragrant shower gel and a hanging plastic card for the shower giving information on breast care. Press releases and newspaper and direct mail advertisements included a special phone number for women to call and order their free kit. The hospital kept track of the mammograms received during that time with a cross-referenced database to check the effectiveness of the kits. The kits were also distributed at speaking engagements, health fairs and seminars and physician offices.

Results:
Over 1,600 kits were distributed and an 18% increase in the number of mammograms over the previous year during those months was reported. Requests for more kits, along with praise for the program, came from many segments of the community.