I was a contributing member of the copy team for this supplement to a larger campaign. Designed to dovetail with WellSpan’s tier-one campaign for Breast Cancer Awareness Month, this targeted digital campaign was a direct appeal to women 40-65. Marketing identified three key emotional moments of the breast cancer journey and wanted to reach women when they were:

- Overdue or reluctant to undergo breast cancer screening (i.e. mammogram)

- Confronted with an abnormal mammogram result, scared and looking online for comforting resources

- Newly diagnosed with breast cancer and researching the best care

The copy team divided the work, then came together to shape and finesse the overall story. Convincing women to get a mammogram despite perceived discomfort, inconvenience or fear of the results became a key challenge for messaging. The resulting digital display ads showcased a variety of tactics and tones that optimized reaching women with the right sentiment at the right time.