How we got the world singing about Pap tests

  • blurred photo of a shelf full of books

    133 pieces of content

  • 3,3M+ total engagements

  • 1.8M+ reach

  • 9.2% engagement rate

25 and Alive wanted to emphasize the importance of getting regular Pap tests for proactive cervical cancer detection, especially for young women. But mentions of the Pap test online were down almost 9% from the previous year—just another barrier to treatment in this population.

STRATEGY

We had to do something to make people want to sing “Pap test” from the rooftops. Our creator ID technology helped us source 133 creators who performed and shared an original, catchy song: “Mani, Pedi, Pap, Pose,” designed for the TikTok audience, along with a personalized message about the importance of Pap tests.

AMPLIFICATION

We leveraged human stories to create an educational campaign for Cervical Health Awareness Month in January 2022 specifically to spread awareness of the importance of regular Pap tests. During this key month, the volume of posts mentioning the Pap test by name more than doubled. Better yet, more than 15,000 women scheduled an appointment for a cervical health screening.

Born out of DARPA in 2018, People First built the first AI database
capable of sourcing stories from patients, caregivers, and health
professionals for any condition, medication, provider, or product.