“One in Twenty Nine” is an awareness campaign for the prevention of cervical cancer in South Africa.
The objective of this project was to devise an awareness campaign, which would promote awareness and educate the South African female population about Cervical Cancer. Ultimately, the campaign’s main aim or “call-to-action” is to motivate women to visit their doctor (or gynaecologist) and request a Pap Smear test.
The campaign strategy was devised through extensive research composed of interviews with health care experts, medical physicians and gynaecological practitioners as well as a representative of the Tshwane municipal health department. In addition user insights were generated through focus group discussions with a panel of female users of differing demographics as well as a survey of seventy South African.
The campaign roll-out included environmental, digital and printed media and a mobile clinic with relevant communication strategies.
The project has been featured in the book Sustainable Thinking: Ethical Approaches to Design and Design Management, AVA Academia (2013) written by Aaris Sherin.
