All what is avoidable,

But not ignorable?

an exclusive Zulekha Healthcare Group presentationan exclusive Zulekha Healthcare Group presentation

Cervical cancer is

avoidable(definitely not ignorable)

StatsStats**Cervical cancer is cancer of Cervical cancer is cancer of the cervix. The cervix is the the cervix. The cervix is the part of the female part of the female reproductive system that reproductive system that connects the uterus (womb) connects the uterus (womb) to the vagina.to the vagina.More than 99% of cervical More than 99% of cervical cancer cases are caused by cancer cases are caused by Human Papillomavirus (HPV).Human Papillomavirus (HPV).There are more than 15 There are more than 15 types of Human types of Human Papillomavirus (HPV) Papillomavirus (HPV) responsible for cervical responsible for cervical cancer.8 out of 10 women cancer.8 out of 10 women will be infected with HPV will be infected with HPV during their lifetime. The during their lifetime. The infection is most common in infection is most common in women under the age of 25 women under the age of 25 years. Most women do not years. Most women do not have any symptoms of HPV have any symptoms of HPV infection because their infection because their immune systems suppress it.immune systems suppress it.Sometimes HPV infection Sometimes HPV infection cause changes in the cells of cause changes in the cells of the cervix, which develop the cervix, which develop into cervical cancer.into cervical cancer.Regular cervical screening Regular cervical screening detects precancerous cells detects precancerous cells many years before they many years before they develop into cancer cells.develop into cancer cells.More than 92%of cervical More than 92%of cervical cancer cases diagnosed at an cancer cases diagnosed at an early stage are cured.early stage are cured.

United Arab Emirates• On average, 50-55 women are

diagnosed with cervical cancer each year

• Cervical cancer is the second most common cancer in women

• About half of all cases of cervical cancer occur in women between 35-55 years of age

• 70% of cervical cancer cases are diagnosed at a late stage and are therefore not curable

• There is an urgent need to increase rates of cervical cancer prevention and early detection

• HPV vaccination reduces the chance of cervical cancer by 70%. The Health Authority – recommends

• HPV vaccination for females, from the age of 15 years, once in a lifetime

• Pap smear screening for women, from the age of 25 years, once every 3-5 years according to  age group

United Arab Emirates• On average, 50-55 women are

diagnosed with cervical cancer each year

• Cervical cancer is the second most common cancer in women

• About half of all cases of cervical cancer occur in women between 35-55 years of age

• 70% of cervical cancer cases are diagnosed at a late stage and are therefore not curable

• There is an urgent need to increase rates of cervical cancer prevention and early detection

• HPV vaccination reduces the chance of cervical cancer by 70%. The Health Authority – recommends

• HPV vaccination for females, from the age of 15 years, once in a lifetime

• Pap smear screening for women, from the age of 25 years, once every 3-5 years according to  age group

The best way to win it, is to The best way to win it, is to

prevent itprevent it!”!”

““

an exclusive Zulekha Healthcare Group presentationan exclusive Zulekha Healthcare Group presentation

a simple 2 a simple 2 stepstep

prevention process

Step 1Step 1

Knowledge, Awareness, Awareness, communicating

a simple testa simple test

& a vaccine& a vaccine

Step 2Step 2

impedimentimpedimentBut theBut the

AWARENAWARENESS!ESS!

Not the CANCER itselfNot even the PREVENTIVE

Unlike breast cancer that has over a good number of years

managed to

entrench as entrench as ‘caution‘caution’’ in the

minds of consumers & influencers;

cervical cancer cervical cancer still has a still has a

course to take.course to take. A journey with not just

quantifiable but

cultural cultural obstaclesobstacles, CC is

a concept yet quite unfamiliar to most

people.

““Key Insight”Key Insight”““Key Insight”Key Insight”Consumer BehaviorConsumer Behavior

Why? When? & how are not just questions that go disregarded, but in most cases are deliberately ignored considering a taboo attached. In most of the ME, as in sub-continent this is a rather in-conversable subject considering societal norms & a severe conservative streak to some.

Women accompanied by men, their families and even grouped together usually refrain from any such acknowledgement, considering that the reasons (to the cause) though purely natural and a health alarm are usually taken in different connotation once the word ‘sex’ / women adult-hood is attached to it.

HHouseholdousehold©©

Arabs & Asian Arabs & Asian

There-fore it is not

about how & how far

do you reach with this alarm,

it is what what you say and you say and

how you how you say it say it

makes all makes all the the

difference. difference. Some of

such drives, should not

be only designed to

address women, but should also

focus on the focus on the influencers influencers

(their husbands) in order to make it a family (/

couple’s) concern.  

Cervical cancer poses a peril to women only at the time / age of being sexual active. CC is (& can be) as fatal as any other form of cancer, but comes with good news; cervical cancer is preventable / as is curable. The challenge here is not the vaccines off-take or the price tag attached to it, the challenge is to reach out & speak to the right audience with the right approach.  

Consu

mer

Behavio

r C

onsu

mer

Behavio

r

Key

Key ©

©

Insi

ghts

Insi

ghts

ConverConverse se

Communication Communication platformplatform©©

can be delivered on a medic

terminology, stats, fright or mere caution; which leads to

disengagement & refrain.

can be delivered on a medic

terminology, stats, fright or mere caution; which leads to

disengagement & refrain.

FunctionalMedic

can be delivering on plain consumer insight, life, values, HOPE.

can be delivering on plain consumer insight, life, values, HOPE.

EmotiveEmotiveInsight

[rather cant & shouldn’t]

Dos & don'ts

[rather cant & shouldn’t]

Dos & don'ts

Campaign Directives

Assured

• Empowering• Driven directly by

consumer

Content

• Confident • A sign of relief

• A gender driven

communication

Content

• Confident • A sign of relief

• A gender driven

communication

Connect

• Engage a partner , couple, or a household

• Drive the influencer

• Touch the consumer &

Influencer PPlatformlatform©©

EffectiveEffective

Primary Audience

Actual Actual consumer consumer [mostly; [mostly; married / in married / in a a relationship. relationship. Statistical Statistical skew: aged skew: aged 22/23 – 25 22/23 – 25 onwards] onwards]

Seco

nd

ary

Seco

nd

ary

A

udie

nce

Audie

nce

Communication intended

audience

Influencers; a husband,

partner, household concern, a couple, a

parent to a child or vice versa

[insight:

women make

sacrifices to bring about a

family, a relationship, a bond]

[for her (own) self,

she’d always

look up to her man]

Take the inverted flight Talk to the “man”

[Husband] Draw a dare connect on the bonding vows

The The underlying underlying

human-truthhuman-truth

Th

e c

am

paig

n B

ig

Th

e c

am

paig

n B

ig

idea®

idea®

Your world Your world revolves around revolves around this one person; this one person; who makes you, who makes you,

your generations & your generations & your home! She your home! She

deserves your love deserves your love

& protection;& protection;

Cervical Cervical Cancer Cancer

is is AvoidabAvoidab

leleTake a simple test Take a simple test

and get her and get her vaccinated todayvaccinated today

AlwaysI’ll be your I’ll be your

man!man!

Your world Your world revolves around revolves around this one person; this one person; who makes you, who makes you,

your generations & your generations & your home! She your home! She

deserves your love deserves your love

& protection;& protection;

Cervical Cervical Cancer Cancer

is is AvoidabAvoidab

leleTake a simple test Take a simple test

and get her and get her vaccinated todayvaccinated today

Now Now & & ForeverForeverI’ll be your I’ll be your

man!man!

Your world Your world revolves around revolves around this one person; this one person; who makes you, who makes you,

your generations & your generations & your home! She your home! She

deserves your love deserves your love

& protection;& protection;

Cervical Cervical Cancer Cancer

is is AvoidabAvoidab

leleTake a simple test Take a simple test

and get her and get her vaccinated todayvaccinated today

AlwaysI’ll be your I’ll be your

man!man!

Considering the cause and similarity of the

vision, in line with the prior /

on-going initiatives the “cause” engagement

is instantaneousDelivering through the

institutional brand or with a closer to drive

brand [always], the element of RTB works

brilliantly. Endorsed by The trusted brand in

healthcare, can take this campaign ballistic.

Considering the cause and similarity of the

vision, in line with the prior /

on-going initiatives the “cause” engagement

is instantaneousDelivering through the

institutional brand or with a closer to drive

brand [always], the element of RTB works

brilliantly. Endorsed by The trusted brand in

healthcare, can take this campaign ballistic.

(reference (reference video video presentation) presentation) Deliverables Deliverables

Brand Brand

ConnectConnect™™Communication PlatformCommunication Platform

““Captivating Captivating radio radio commercialscommercials

SMS – IVR, SMS – IVR, Social MediaSocial Media

Directive print Directive print ads and press ads and press releases releases

OOH activations OOH activations at family at family hangout, cafés hangout, cafés

Delivering a 360 Delivering a 360 degree consumer degree consumer experience at ZHexperience at ZH

Direct Mailers Direct Mailers

Corporate Visit Corporate Visit to male & female to male & female setups setups

TV Content TV Content integrationintegrationss

This is phase one to the

eradication of risk, the

stance is to educate &

deliver. Phase 2 activates

once the message gets

through; for phase two we communicate

at a / for a basic level (15

years onwards)

This is phase one to the

eradication of risk, the

stance is to educate &

deliver. Phase 2 activates

once the message gets

through; for phase two we communicate

at a / for a basic level (15

years onwards)

Disclaimer*

an exclusive Zulekha Healthcare Group presentation.an exclusive Zulekha Healthcare Group presentation.

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