We were tasked with launching GynaeCheck – the first ever HPV self-test using liquid sample – to the UK market. A consumer campaign to get 100,000 women screening, known as Target 100,000 and a strategic launch resulted in national, print, broadcast and blogger coverage across the country.
Recruiting a team of blogger ambassadors, we held an exclusive event hosted by Dr Pixie McKenna to introduce GynaeCheck. Blogger coverage went live on the day GynaeCheck went on sale, with national, regional and broadcast press covering the launch, hailing GynaeCheck as a ‘life saving’ test. We secured meetings with key media medics such as Dawn Harper and Dr. Sarah Jarvis to inform them about the launch of GynaeCheck, resulting in coverage across consumer titles, TV and national press.
The launch campaign reached over 40,689,280 people and converted numerous media medics into GynaeCheck advocates.