MAMMOGRAPHY SCREENING PROGRAM “FOFI GENNIMATA”

CHALLENGE

Breast cancer is the most commonly diagnosed cancer in the countries of the European Union(*1), with women aged 50-69 years at the highest risk of developing it.  In Greece, according to the same data, it is estimated that in 2020, 31.8% of new diagnoses were detected in this age group, with mortality reaching 42.7 deaths per 100,000 population. (*2)

However, many women avoid screening due to fear, lack of time or difficulty of access. The challenge was to increase awareness and participation in the “Fofi Gennimata” Screening Mammography Program, making screening more accessible and self-evident in every woman’s daily life.

ACTIONS

With a strategic direction to combat fear and procrastination, we created the campaign “My Appointment”, giving preventive mammography a new, everyday character.

• Based on our chosen approach, mammography is presented as an important “appointment” that every woman owes to herself.
• We created television, digital and print materials that highlighted mammography as a simple procedure, accessible and free of charge.
• We used real-life storytelling elements that allowed women to identify with the campaign message.
• We emphasized electronic notification via SMS and email, making the “appointment” an easy and quick action.

IMPACT

With a simple but powerful approach, the “My Appointment” campaign was able to transform preventive mammography from a postponed procedure to a conscious and easy choice, making a significant contribution to improving public health.

(*1) ECIS – European Cancer Information System 2020

(*2) Cancer Screening in the European Union Report on the implementation of the Council Recommendation on cancer screening Reprint May 2017