.jpg)
"Light Your Porch Pink" campaign, a powerful and visually impactful initiative that transformed a simple call to action into a vibrant community movement.
Advent Health is a healthcare organization committed to community wellness and health education. This campaign was developed to support Breast Cancer Awareness Month in October, with a specific focus on the Northwest Georgia region. The campaign's core message highlighted a critical health statistic: breast cancer affects one in eight women, but is highly treatable when detected early through regular screening mammograms. By launching the "Light Your Porch Pink" campaign, Advent Health aimed to create a visually impactful and community-driven initiative that would not only raise awareness but also directly encourage proactive health screenings.
Business Challenge
The primary business challenge was to move beyond general breast cancer awareness and inspire tangible action, specifically, encouraging women to schedule their screening mammograms. Traditional awareness campaigns often struggle to create a lasting, memorable impact that translates into conversions. The challenge was to develop a campaign that could cut through the noise, build meaningful community engagement, and provide a clear call to action. Advent Health needed a campaign that would resonate personally with residents, make the topic of breast cancer top-of-mind, and ultimately drive them to make a life-saving appointment.
.webp)
Media & Communication Plan
The media plan employed a comprehensive, multi-channel digital strategy to maximize reach and engagement. The campaign utilized a mix of Search, Display, Social (Meta, including Video and Reels), and Video (YouTube Shorts). The creative execution centered on the powerful "Light Your Porch Pink" theme, a simple yet effective call for community solidarity. To facilitate participation, AdventHealth made 20,400 pink light bulbs available for free pickup across Northwest Georgia. Digital creative, including videos and search ads, was targeted toward specific demographics, primarily women aged 40+, to efficiently reach the core audience for mammogram screenings.
Results
The "Light Your Porch Pink" campaign delivered exceptional results, significantly exceeding expectations and demonstrating strong community participation. A total of 20,400 pink light bulbs were distributed, a remarkable 42% increase over the previous year. This high level of community engagement translated directly into meaningful health outcomes; data collected from before and after the campaign showed that during the campaign period, the average lead volume for mammograms and breast cancer was 3x higher than the average lead volumes in the months before and after the campaign.
The digital component of the campaign was equally successful, generating 851.5k total impressions. While search engagement saw a slight dip, the strong performance of social channels more than compensated, leading to significant overall gains. Meta proved to be a top performer with a low cost-per-click, while a new venture into YouTube Shorts successfully reached 65k users with a cost-effective strategy.
.png)
.png)
.png)
