The Society of Obstetricians and Gynaecologists (SOGC) is the leading authority on sexual and reproductive health in Canada. The organization’s challenge was to increase public awareness, amongst women 25-45, of the risks of contracting the Human papillomavirus (HPV) virus.
Alphabet® worked closely with the communications team to develop two tactics for a national social media campaign. The first creative execution focused on risks and prevention in a medical tone. The second creative execution used a humorous approach with a surreptitious marketing campaign. Alphabet® developed a faux dating website singlesfinder.ca and trouvetonmatch.ca to appeal to the target audience of women aged 25 – 45 who were getting back on the dating scene. Upon arriving at the faux dating site visitors were greeted with a message about HPV. Both tactics urged women to learn more about this virus and to talk to their doctors.
In under a month this campaign has been gaining a lot of traction on social media and in the news. It has reached over 730,000 people on social media with 1.2 million impressions nationally, driving people to a custom-landing page created by Alphabet®.