The CervicalCheck advertising creative has won a bronze award at the Irish Advertising Practitioners of Ireland (IAPI) Advertising Effectiveness Awards. CervicalCheck was one of six finalists (of 100 submissions) to be shortlisted in the category of Public Service, Social Welfare and Education.
The IAPI Advertising Effectiveness Awards were developed by IAPI to be its flagship industry award here in Ireland. It is considered by the industry to be the ultimate Irish advertising accolade. The awards are based on proven impact on behavioural attitude and promote the role of advertising as an effective and efficient use in the communications process.
CervicalCheck was shortlisted with five other campaigns in the Public Services category including: The Irish Blood Transfusion Services From Crisis to Consistency; Crisis Pregnancy Agency for Combating “Disingenuous” Counselling Agencies; NUI Maynooth for How one of Ireland’s oldest Universities improved its Grades; Love Irish Food for Makes all the Difference and Safe Food for The Voice of Hope. Three campaigns in the category were awarded bronze – CervicalCheck, Love Irish Food and Irish Blood Transfusion Services. No gold or silver awards were awarded in the category.
The award submission was supported by statistics to demonstrate the success of the campaign and the programme to date, including the numbers using the CervicalCheck website, the number of calls to the CervicalCheck Freephone information line, the number of women who have proactively registered for the programme, the number of conversions from opt-in to having a smear test, the number of smear tests taken, the number of women referred to colposcopy and the number of cervical cancers detected in women as part of the programme.
In addition to the IAPI award, since launched in February 2009, the advertising and marketing campaign developed to promote CervicalCheck received four other Irish and international awards for its effectiveness and creativity.
The CervicalCheck TV creative idea was commended with two advertising awards at the prestigious international Shark Awards 2009, picking up a Silver Shark in the Irish TV category and a Gold Shark in the International Craft category.
The campaign was further recognised on a global platform with a second international award received at the Global Awards in the US. The ad was the only Irish submission to receive recognition. The Global Awards are dedicated to the best in worldwide healthcare communications and the CervicalCheck advert was awarded a Finalist Certificate for Television.