At Hello Cool World we put one operating principle to work on all our projects, borrowed from the wisdom of social marketing: representing real people is the best way to reach real people (AKA your intended audience) with any campaign. Even better to engage with intended audiences in order to build all aspects of the campaign. We were hired in 2009 by the BC Cancer Agency to create a social media campaign to promote cervical cancer screening, i.e. Pap tests. What we created was the LACE Campaign.
Below: Jolene Andrew original LACE "Action Team" member
The audience we focused on evolved as the brand framework emerged. LACE stands for "Live Aware Create Empowerment" and the symbol of LACE can be any colour, any size tied on as a reminder for every women to get her Pap. In our early campaign development we were reaching out to young women in BC, who were often not getting their Pap tests when they should. Other communities who are underserved with regular Paps include immigrant women and Aboriginal women. We pulled together an "action team" of diverse young women representative of immigrant, settler and Aboriginal communities, and got to work creating photo & video content to build a presence in the wider community.
We built the brand to be adaptable and we were thrilled when the campaign did resonate with the very communities we were trying to reach, not only young women but in our first year we also connected wtih a group of South Asian students who helped us create Punjabi materials and set up a phone line. And we were very excited that (thanks in part to Chee Mamuk's outreach on our behalf) we signed up eight First Nations Health Centres, and in 2011 we had sixteen! This is a significant number given the total number of Aboriginal health centres and clincis in BC.
As we gear up for another year of LACE Campaign's promotion of Pap Awareness Week 2012 (#Pap12 happening October 22-28) I am thinking again of our 2010 LACE contest winner Lee-Anne Deneault of the Q’wemtsin Health Society (QHS).
Right: Candace & Lee-Anne from QHS
What is significant about her being the winner, is that not only were materials created that resonated with Aboriginal communities, strong Aboriginal familes were positively represented as role models for all women in BC. In addition, as we were getting behind the scenes video documentation we uncovered a real life story - elder Violet herself is a survivor of cervical cancer, and a strong supporter of Pap tests. Watch a video of Lee-Anne's and her community's story after the jump!
Katherine Dodds AKA "Kat" is the founder of Good Company Communications and HelloCoolWorld.com. Trained in renegade advertising & branding through her work with Adbusters in the '90s, Kat's early induction into the possibilities of the web-world was inspired by the term hypertext, which she immediately found comforting. She is dedicated to cause-related communication and to the development and use of tools that promote democratic processes.
ANONYMOUS HEALTH CAMPAIGNERS TIE ONE ON! At least that's what the headlines seem to say...
And taken to even greater heights in an attempt to remind BC women to get their Pap tests!
We are midway through #Pap11, Pap Awareness Week, and LACE campaigners have been hitting the streets all over town. (For real, not just in photoshop!) The best way to stalk these health crusaders is by following @LACEcampaign @Pap11 on Twitter, or following them on LACEbook.
It's TODAY! Looking forward to being at our LACE Campaign table as part of the "EXPOsed" event at the Underwear Affair to cheer on our LACE OFF team of Michelle, Lizzy and Carmen. Here's Michelle sporting one of our LACE team shirts! C'mon down and check out our table. (Rumour has it there may be doughnuts!)
Where: Seaforth Armoury, Burrard Street at West 1st Ave. Exposed 3:30pm - 5:30pm Race Starts: 6:30pm with the walk starting immediately after EXPOsed Afterparty: Starts as soon as the first runner crosses the finish line
In the Hello Cool World spirit of 'multi-causing' a term coined last year by Lizzy & David, we're sharing our table with our fabulous Immunity Advocates we met creating the content for ImmunizeBC's new campaign - IHaveImmunity.com. Pictured in our banner are Audra and her daughter Alexandria who are making an appearance today at our info table! You can also watch the video we made of their familiy's story on the site.
Hello Cool World is proud to have worked on both campaigns and to make the link between Mothers and Daughters. Moms need regular Paps to protect their health, but now there is a vaccine that will protect their daughters against HPV, the cause of cervical cancer.
Bella and Michelle came down with a table full of goodies to attend the Opt Sexhibition, a part of the Opt 50th Anniversary Celebration. We chatted with some lovely attendees about our sexual health campaigns, including LACE, Around the Kitchen Table, and I Have Immunity. Then we thought we would make a little video to share with everyone!
PS - We know our video text is backwards but we did that deliberately. Just to be interesting.
Want to see who else was at this event? Read more!
Bella is the newest addition to Hello Cool World, enlisting for the cause at the end of 2010. A graduate of BCIT's Broadcast Communications for TV program, she's worked in all aspects of production and has a knack for new media & technology.
The audience we focused on evolved as the brand framework emerged. LACE stands for "Live Aware Create Empowerment" and the symbol of LACE can be any colour, any size tied on as a reminder for every women to get her Pap. In our early campaign development we were reaching out to young women in BC, who were often not getting their Pap tests when they should. Other communities who are underserved with regular Paps include immigrant women and Aboriginal women. We pulled together an "action team" of diverse young women representative of immigrant, settler and Aboriginal communities, and got to work creating photo & video content to build a presence in the wider community.
As we gear up for another year of LACE Campaign's promotion of Pap Awareness Week 2012 (#Pap12 happening October 22-28) I am thinking again of our 2010 LACE 
Katherine Dodds AKA "Kat" is the founder of Good Company Communications and HelloCoolWorld.com. Trained in renegade advertising & branding through her work with Adbusters in the '90s, Kat's early induction into the possibilities of the web-world was inspired by the term hypertext, which she immediately found comforting. She is dedicated to cause-related communication and to the development and use of tools that promote democratic processes.
