Don’t Skip: Breast Cancer Awareness Campaign for GE
As a leading medical imaging company, Breast Cancer Awareness Month is key for the Women’s Health business at GE Healthcare. Building off of the thousands of women who skipped their breast screenings during the COVID-19 pandemic, ‘Don’t Skip’ was a call to women worldwide to trust their healthcare providers and return to critical breast cancer screenings.
By providing multi-modalities along the breast health and care pathway, it is often challenging to coordinate cross-functional campaigns that meet the entire business’s goals. The ‘Don’t Skip’ campaign was the first time each modality rallied around a single campaign to deliver significant impact internally and externally, across each modality.
As the co-lead on this campaign, I worked across the business and functions to drive a consistent brand messaging that was impactful, timely and interesting to media and influenced positive brand image and revenue for the business.
Key Results:
416K social impressions of BCAM-related content with 2.12% engagement rate (above company averages)
50 earned media hits (Forbes Hungary, Premier Podcast, RadMagazine)
3.3M+ views of branded GIF Stickers
Produced two client/KOL videos used across social media, social stories, youtube, earned media, blogs and digital marketing channels
Stories:
