Radio Airtime Media are launching a dual-format digital and radio advertising campaign for behaviour change specialists Ice Creates, increasing awareness amongst women about the importance of smear tests. Targeting Bradford, Leeds, Hull, Wakefield, North Yorkshire, Calderdale and Kirklees, the campaign will reach out across Capital FM Yorkshire in order to increase the falling number of smear test attendees. Campaign messages have also been designed to encourage engagement with Facebook users through a personal approach, such as ‘I Miss My Mum’.
Advertising airtime on the Yorkshire branch of contemporary station Capital FM aims to bring grave realities back into the foreground, revealing the fact that 900 women die annually from cervical cancer. As a smear test is the only early way of detecting potentially hazardous cells, the declaration that ‘it could save your life’ is fully justified. The informal tone empathises with the busy modern woman, pointing out that the test is not actually time consuming and is also highly critical in preventing the formation of a tumour. The advert offers a web address at Mysmeartest.co.uk for further information, elongating the advert’s window of connectivity.
Ice Creates are actively seeking to increase the risk of survival amongst cancer sufferers in England, working in conjunction with the government’s ‘Improving Outcomes’ scheme. Their tools and knowledge allows the company to adapt to individual briefs, constructing strategies to instigate behavioural changes within communities and organisations.
Radio Airtime Media are able to collaborate with Ice Creates in order to offer dedicated methods of approaching radio advertising, effectively selecting airtime slots and target audiences to adhere to the campaign goal. Listeners will largely interact with radio platforms whilst in their own personal space, allowing the advert to address them within a comfortable zone and subsequently implement a response.