The Carilion Clinic’s #YESMAMM campaign was a creative, impactful initiative aimed at raising breast cancer awareness and encouraging women to prioritize mammograms. Launched in Virginia, the campaign leveraged social media platforms like Facebook, Twitter, and Instagram to spread the message during Breast Cancer Awareness Month in October.
Campaign Overview
The #YESMAMM campaign is a clever play on words, with “Ma’am” referring to mammograms and serving as a prompt for women to say “Yes” to scheduling this important screening. Its primary goal was to remind women of the importance of early detection, a critical factor in successfully treating breast cancer. By making mammograms a priority, Carilion Clinic sought to increase the number of women scheduling these screenings.
The campaign included social media outreach, community engagement, and a dedicated landing page on the Carilion Clinic website, which provided detailed information about breast cancer prevention and screening. A strong focus on user-generated content allowed the campaign to gain traction. Women were encouraged to share their stories, change their profile pictures, and use the hashtag #YESMAMM to show their support and raise awareness for breast cancer.
Consumer Insights
One of the key insights driving the success of the #YESMAMM campaign was the understanding of the emotional barriers women face when it comes to health screenings, especially mammograms. Many women, particularly in rural areas, tend to delay or avoid these screenings due to fear, lack of time, or accessibility issues. By turning the conversation into a community-based initiative, Carilion Clinic effectively reduced some of these barriers.
The campaign spoke directly to women’s sense of responsibility for their own health and that of their families. It used approachable, friendly language to break down the sometimes intimidating medical jargon associated with breast cancer and mammograms. By creating an inclusive, supportive online environment, the campaign empowered women to feel more comfortable taking action.
Another significant consumer insight was the power of social media in influencing health behavior. The #YESMAMM campaign’s use of a simple, memorable hashtag encouraged widespread participation. It took advantage of social proof—seeing friends and family participate made others more likely to join in. This peer influence, combined with a strong sense of solidarity among women, contributed to the campaign’s virality and success.
Impact and Results
The #YESMAMM campaign received widespread attention, not only from individuals but also from community leaders and influencers who helped spread the message. The campaign’s social media engagement, through shares, likes, and personal stories, significantly boosted awareness around breast cancer and the importance of early detection.
One of the standout successes of the campaign was its ability to create long-lasting engagement. Even years after its initial launch, the #YESMAMM initiative continues to be referenced and used as an example of effective healthcare marketing.
By understanding the emotional and psychological factors that influence healthcare decisions, the #YESMAMM campaign demonstrated the power of combining creative messaging with empathetic community outreach. It set a precedent for how healthcare organizations can use digital platforms to drive meaningful, positive health outcomes.
Conclusion
Carilion Clinic’s #YESMAMM campaign was not only successful in raising awareness for breast cancer but also in creating a supportive community that encouraged women to prioritize their health. Through clever use of social media, consumer insights, and a deep understanding of their audience, Carilion Clinic achieved a significant impact in the realm of public health.
For more details, you can visit NoGood’s report on top healthcare campaigns.
