Slide 1: Introduction Good afternoon, everyone. Thank you for taking the time to join us today. At Her Voice PR, we believe that storytelling can change lives. Today, we're honoured to present our campaign proposal for Dense Breasts Canada. Slide 2: The Problem The mission of this campaign is not just to raise awareness—it's about saving lives. By empowering Ontario women aged 40-49 to prioritize their breast health, we can reduce late-stage breast cancer diagnoses and make early detection a part of every woman's health journey. This is more than just a campaign; it's a call to action, and we're here to make that action happen. Slide 3: Primary Audience Our primary audience for this campaign is women aged 40-49 in Ontario. This demographic is uniquely positioned at a critical juncture in their lives. They are managing a variety of responsibilities—many balancing careers, family commitments, and personal goals. But despite the importance of early detection, this group often overlooks their own health needs. For many, their health is something that falls to the bottom of a long to-do list. As you’ve informed us in your presentation, breast cancer is one of the leading causes of death in women in this age group, with one in six breast cancer diagnoses occurring between the ages of 40 and 49. Slide 4: Campaign Goal Our goal for this campaign is straightforward yet profound: to increase the number of women in Ontario, aged 40-49, who self-refer for mammograms. We are aiming for a measurable increase in the number of mammogram bookings, which translates into earlier detection, more effective treatment, and ultimately, saved lives. But our goal is more than just statistics—it's about empowering women to take control of their health. By ensuring that every woman has the opportunity to make the call, take the step, and schedule the screening, we create a future where early detection is no longer an afterthought. Slide 5: Objectives To achieve this ambitious goal, we've identified three specific, measurable objectives for the campaign: Engagement: Our objective is to engage at least 10% of our target audience—roughly 100,923 women—through campaign content and digital tools by December 31, 2025. We'll be using content designed to spark conversations, inspire action, and build a supportive online community that encourages women to take charge of their health. Action: We will aim to drive at least 150,000 calls to Ontario's mammogram booking hotline by the end of the campaign in December 2025. This goal will ensure that 15% of our target audience takes the crucial step of scheduling their mammogram, creating a ripple effect of positive health outcomes. Advocacy Support: We want to build lasting partnerships that can amplify our campaign's message. By March 31, 2025, we aim to secure at least five partnerships with local organizations, influencers, and community leaders who can help spread the word and support the campaign's mission. These partnerships will help us extend the campaign's reach into the heart of communities where we need to make the biggest impact. Slide 6: Strategy The strategy that underpins this campaign is digital-first. Why digital? Because our target audience, women aged 40-49, are already online. They spend time on platforms like Facebook, Instagram, and TikTok, where they engage with their families, friends, and other women facing similar life challenges. This is where we can reach them most effectively. The strategy centers on two core pillars: Engagement through Digital Communities: We will create spaces where women can connect, share experiences, and find the support they need to take action. These communities will foster a sense of solidarity and empowerment, as well as provide valuable resources and guidance on scheduling screenings. Storytelling and Emotional Connection: We'll craft stories that resonate with our audience on a personal level. This isn't just about dry statistics; it's about sharing real, relatable stories of women who took action early and are now thriving because of it. It's about helping women envision their 'future self'—the empowered, healthy version of themselves that they will become if they act today. To bring our strategy to life, we've developed four tactics that will work in tandem to create a cohesive campaign. Each tactic is designed to capture the attention of our audience, inspire action, and sustain engagement over the long term. Slide 7: 'Future Self' Letters Personalized Mailing: Women will receive personalized letters written as if from their future selves, thanking them for scheduling their mammogram and prioritizing their health. The tone of these letters will be empowering and heartwarming, underscoring the life-changing importance of taking that step. These letters will be tailored for different life stages and milestones, such as new mothers, women preparing for retirement, or those celebrating career achievements. Each letter will include a 'promise card,' a small keepsake that women can place on their mirror or desk. This card will serve as a daily reminder of their commitment to health, encouraging them to take the necessary steps for early detection. Interactive Digital Experience: In addition to the physical letters, we'll create a digital version of the 'Future Self' letter experience. On our campaign website, women can answer a series of questions about their life goals, dreams, and milestones. Based on their answers, they will receive a personalized digital postcard that outlines the important moments in their life that they'll want to be around for, such as '2028: Watching your grandchild graduate' or '2030: Celebrating your retirement party.' The digital postcards can be downloaded and shared on social media, spreading the message and inspiring others to take action. This tactic provides both a personal touch and a shareable component that can help the campaign gain traction. Social Media Integration: We will enlist influencers and real women from the community to share their own 'Future Self' letters through Instagram Stories. Their personal stories will show that women of all backgrounds can benefit from early detection and will help normalize the conversation around mammograms. Slide 8: Health Time Capsules This tactic combines a tangible, interactive experience with personal reflection to motivate women to take action. Interactive Kiosks: We'll set up social-media-worthy time capsule booths at strategic locations like healthcare centers, community events, and shopping malls. Women can record video messages or write notes to their future selves, reflecting on why they want to stay healthy for their loved ones or for the future moments they want to be a part of. The kiosks will include prompts such as 'What adventure do you want to be healthy for in five years?' and 'What legacy do you want to leave for your family?' These prompts will help women emotionally connect with the decision to prioritize their health today. Each participant will receive a physical 'commitment card' to keep, which will serve as a memento of their promise to take action. This tactic can also engage the Circle of Love. People who are not women aged 40-49 can participate in creating these time capsules, and would be prompted to encourage the women in their lives who should also participate in this activity. Follow-Up Campaign: Six months after their submission, participants will receive their messages back along with a gentle reminder to schedule a mammogram. This follow-up will be part of a broader drip campaign, ensuring that the conversation doesn't end after one interaction. This will serve as a subtle nudge that turns a one-time engagement into sustained action. Community Engagement: Participants can nominate friends to receive personalized messages, creating a viral loop of support and encouragement. Inspiring time capsule stories, with permission, will be shared on social media platforms to motivate others to join in. These stories will create an emotional connection that drives the campaign forward. If the Circle of Love sees these capsule stories on social media, they may be inclined to share with the women in their lives. Slide 9: 'Thank Yourself Later' Social Media Integration Social media will play a central role in amplifying the campaign's message and building momentum. Dynamic Content: Every week, we'll share motivational posts featuring real women's stories about their experiences with early detection and the benefits of taking action. Alongside these stories, we'll include powerful statistics, such as 'Early detection reduces breast cancer mortality by 44% in women aged 40-49.' These posts will drive home the message that early detection is crucial to survival. Short, impactful videos will showcase women who are making decisions today that will ensure they can be around for future milestones, like graduations, weddings, and other celebrations. These will be shared across social media platforms, encouraging engagement through hashtags and comments. Recognition Program: Women who schedule their mammograms will receive 'Thank Yourself' stickers that celebrate their health decisions. These stickers will be designed to be Instagram-worthy, and we'll encourage women to post photos with their stickers, tagging DBC’s official accounts. Local businesses will partner with the campaign to offer small perks, such as discounts on coffee, yoga classes, or health products, to women who wear their stickers. This adds a fun, rewarding element to the campaign while encouraging more women to schedule their mammograms. Slide 10: Campaign Material Translations To ensure that the campaign resonates with Ontario's diverse population, we'll translate all campaign materials into six languages: Mandarin, Hindi, Punjabi, Spanish, Cantonese, and Arabic. Cultural Sensitivity: We'll work with experienced translators to ensure that all materials are culturally appropriate and accurately convey the message without losing nuance. Distribution: Translated materials will be distributed through cultural centers, ethnic media outlets, and healthcare facilities, ensuring accessibility for racialized and Indigenous communities. Special attention will be paid to locations with higher concentrations of these populations, such as the Chinese Cultural Centre and Gurdwaras, as well as ethnic radio stations and community events. Slide 11: General Timeline We've outlined a timeline that spans 12 months, with five distinct phases to ensure the campaign's success: January - February: Development Finalizing all materials, designing the digital platform, and preparing for the first phase of outreach. March - April: Initial Rollout and Testing Testing the 'Future Self' letters and Health Time Capsules in select locations, gathering feedback, and adjusting where needed. May - July: Full Rollout Expanding all tactics, including full distribution of letters, launch of time capsule kiosks, and a robust social media campaign. August - October: Sustained Engagement Continuing social media posts, amplifying success stories, and growing partnerships. November - December: Wrap-Up Sending final reminders, gathering impact reports, and producing a summary video to showcase campaign successes and outcomes. Slide 12: Key Message Points We've distilled the campaign's messages into two powerful points: 1. Knowledge is Power, Early Detection is Life Mammograms can detect breast cancer 2-3 years before symptoms appear, reducing mortality by 44% 2. Your Health, Your Choice Ontario women can now schedule mammograms without needing a doctor's referral. This puts control of their health in their own hands. Slide 13: Closing This campaign isn't just about reaching women—it's about saving lives and creating lasting change. By empowering women to take control of their health today, we are ensuring that they will thank themselves tomorrow. Thank you for your time, and we're happy to answer any questions.