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The Brief
Create an online space in support for Power Over Cervical Cancer, an initative to draw awareness of Cervical Cancer in Singapore. The POCC Campaign should create the online buzz and active engagement from all social media front over the whole of 2010. The drive should be organic due to limited budget constrain. The goal is to create 20,000 pledges from Singaporean Women on the website as a platform to drive more viral traffic through educating materials and the final message that Cervical Cancer is preventable through proper vaccination.

The Challenge
Cervical Cancer, HPV, pap smear test, death, cancer, etc… words that bring fear and would rather be avoided in our everyday topic. The website thus needed to crave its path to interest & educate the visitors at the same time. It also needed to create an emotional attachment for them to be willing to share with their women friends. Objectives that are rarely achieved perfectly.

From a communication point, we decided to approach the microsite as an opportunity to “talk & be convinced” rather than “read and be bored”. Motion info graphic production was created with perfect10 deejay, Rosalyn Lee to relate her personal close shave with cervical cancer on the homepage. The website also had very interactive risk assessment test that eventually led to a google map integrated application that led you to the nearest doctor for Cervical Cancer vaccination in Singapore.

From an engagement point of view, we dived deeper by not just engaging bloggers online but offline as well. A blogger’s engagement party in the house @ dempsey allowed us to mingle with the top bloggers freely. At the end of the fun night, we had bought into the “Digital Voices of Singapore”. Famous Celebrity bloggers  like MagicBabeNing, Karen Tan, Peggy Chan, Esther Xie and many others are all using their blogs as voices for us online. This will be flanked by many interesting micro awareness campaigns in Facebook, POCC Blog and the network of Nuffnang till the end of 2010.

From a technical point of view, the website is fully flash but fully search friendly optimised. With the intented inbound and outbound extension of pocc.sg, the microsite has jumped 3 pages in search ranking since day one of launch.

We had the pleasure to work with many top class agencies on this project who were supporting us on the other aspect of the campaigns. They were namely our sister creative agency, Oasis Communications, Geiser Maclang Marketing Communications, Rubix Cube Communications, Golin Harris & Flames Communications.