Radio campaign for the Red Rose program
21% of Hispanic deaths are due to cancer, making it the largest cause of mortality among this group. With this high risk for breast cancer, undocumented, uninsured Hispanic women are at a greater risk of being diagnosed at a later stage of cancer. Many of them are likely to be mothers, who also prioritize caring for everyone around them and often neglect themselves.
The creative leveraged the woman’s family priorities as a motivator to get a mammogram, and talked about how catching cancer early increases the chances of survival. Creative also called out that the women did not need insurance, a driver’s license (to address fears of being undocumented) and that these were fully free (to overcome barriers of cost).