It's My Time: A theory-based communication campaign for Cervical Cancer-Free South Carolina

Through an innovative academic/community partnership, researchers and students at the College of Charleston partnered with Cervical Cancer-Free South Carolina (CCFSC) to design and pilot a new theory-based communication campaign: It’s My Time. The goal of the campaign is to decrease rates of cervical cancer by increasing awareness and access to (1) human papillomavirus (HPV) vaccination, (2) appropriate screening, and (3) treatment among young women. The campaign included new media, public relations, and an awareness event to reach young women. The campaign’s innovative multi-media materials included the hashtag #MyTime on social media sites, including Facebook, Twitter, and a Vine video contest. To enter the Vine contest, participants submitted six-second videos that finished the sentence: “I received the HPV vaccine so that I have time to...” Videos were judged based on originality, creativity, and consistency with the campaign’s ideals and the grand prize was a 16GB iPod Nano engraved with the campaign slogan. In addition, an infographic was created to raise awareness of cervical cancer and HPV prevention facts. The infographic was designed to be socially shareable online and was distributed on all social media outlets. Bridging the gap between traditional and online media, the campaign partnered with local businesses to display vinyl stickers featuring a QR Code linking users to the CCFSC Twitter account.