LACE campaign (16)
By Katherine Dodds On July 18, 2012 | 0 Comments
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.
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By Katherine Dodds On June 27, 2012 | 2 Comments
The sun is finally out in Vancouver! And here at Hello Cool World we are preparing (we hope) for a growth spurt. So far we've spent the spring recovering from the extreme sport that was our end of fiscal year, and it's been nice to have a few minutes to reflect on where we want to go next.
When the office space of our Mad Men dreams fell through (we like to think of
ourselves, as having an affinity for the MM aesthetic but with more girls, queers, and food), I moved things back to my Chinatown warehouse, where I now find myself organizing the future from the inside out. Both literally (boxes of stuff) and figuratively, with some head space to envision my business future.
As I write this, I am embarking on the new adventure that is the Vancity and Status of Women Canada project formerly known as "WE-FOG" and now rebranded as the WE-Communty, and I am being afforded the luxury of being able to focus on my vision for business growth, while being part of a supportive community with access to the tools of business that have hitherto been a mystery to me.
You see, I have two art degrees, once was a practicing artist and poet, and I am now 'in recovery'. ; )
So to be more specific, the 'Women Entrepreneurs, Financing Opportunities for Growth' program is a pilot project by Vancity Community Foundation with funding from the Status of Women Canada and I am honoured to be among the first 10 women-run businesses chosen to participate. I'm in excellent and exciting company!
What I have to do to be part of this is produce a business growth plan over the next six months, and the support of my assigned business coach Jill Earthy I couldn't be more excited to do this. At the end of it all we are expected and to present our plan for growth, and given the opportuntiy to pitch it to financiers.
Admittedly it's a recent dream but nevertheless it has come true and it couldn't be at a better time.
What I am asking of you, my readers of this blog, who I hope include friends, colleagues, clients, fans of Hello Cool World who I do not yet know, newly found mentors and advisors, and yes, also critics - is to join me on this journey and give me your feedback.
By Michelle Reid On September 29, 2011 | 0 Comments
What a great party! Thank you to everyone who came to eat, drink, learn, and discuss with us! We had a wonderful time. Besides the worldwide livestreaming audience, more than sixty people RSVPed to our event (and a few extra dropped in to say hello!)
We heard from four of our wonderful campaign partners: Ian Roe of I Have Immunity; Nimisha Mukerji of 65_RedRoses; Lisa Despins of the LACE Campaign; and Cindy Masaro of Dating Confidential. Each of them spoke about the value of social media in their work, whether it's supporting advocates, telling stories, or sharing information.
We are fortunate at Hello Cool World to have such an amazing team with diverse talents and backgrounds, but connecting at #SMWhealth with such an array of innovative, dedicated people who are all integrating social media into their health promotion activities was truly inspiring. I feel a passion energy for the work that Hello Cool World does because for the first time I was face-to-face with the members of the growing community of tech-savvy health advocates. I'm glad to know that there are so many of us, and that the nature of our work with social media allows us to communicate and share with an ever-expanding network.
Michelle is a freelance writer and anthropologist with a Master of Public Health from UBC. Her passions are promoting health and building community. She's worked in grassroots community organizations in Vancouver, Victoria and Oceania.
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By Bella Sie On September 23, 2011 | 0 Comments
It's been busy as usual at Hello Cool World headquarters, but today we get to end the week with the event we've all been looking forward to: Health Promotion & Social Media! We'll be showcasing our work with LACE Campaign, I Have Immunity, Dating Confidential, and 65_RedRoses.
Hello Cool World has been at the forefront of grassroots health campaigns for a decade, and we can't tell you how excited we are for this afternoon. Download the program to see exactly what you have to look forward to, and if you can't catch us in person, join us through our livestream.
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.
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By Michelle Reid On August 26, 2011 | 0 Comments
...LACE time! We're thrilled to be gearing up for Pap Awareness Week again this year! As you might remember, last year was a huge success. We're hoping to bring LACE to even more communities, clinics and women this year -- and we couldn't be working towards that goal without the support and participation of people all over BC who are spreading the word about the campaign.
We've been busy since Pap Awareness Week 2010 wrapped up almost nine months ago! We brought LACE to Vancouver Fashion Week, raised money for BC Cancer Foundation with the Underwear Affair, and met new friends and supporters at events around Vancouver. We were also honored to receive an award from the BC Medical Association for Excellence in Health Promotion. We had a great time at the award ceremony back in June!
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