Latinas have a higher incidence of cervical cancer than non-Hispanic whites, but are less likely than Caucasian women to be screened for human papilloma virus (HPV), the virus that causes cervical cancer.

REVOLUCION was tasked with announcing the rollout of The Digene HPV Test to the U.S. Hispanic market, with a specific focus on the NY and Miami DMAs, and to raise awareness of the need to pair the Pap Test with the HPV Test for the most effective screening possible.

We partnered with three Spanish-speaking OB/GYNs to execute a full scale communications push to educate Latinas about HPV and cervical cancer. Culturally-relevant, Spanish-language press materials, including talking points, fact sheets and physician bios were created. We conducted in-language media training of three Spanish-speaking OB/GYNs on key Digene HPV test messages and top media interviewing techniques. Media relations efforts leveraged the in-depth interviews to discuss the test, the necessity to pair the Pap Test with the HPV test, and general information about the virus.

Top local-market media was secured in New York and Miami, as well as national Spanish-language media placements on the #1 TV morning show, Despierta América; the #1 radio news authority, CNN en Español radio; and the only national daily newspaper, Hoy, for a total of 24 million impressions.