National Women's Checkup Week

Client: Roche Diagnostics

Cervical cancer is the only almost entirely preventable cancer. Yet, it still affects millions of women every year, with Asia accounting for 58% of deaths from the disease worldwide.

The Human Papillomavirus (HPV) is the cause in 99% of cases. Regular screening is vital to identify the presence of the virus and abnormal cells before they become cancer. In 2024, Roche embarked on a mission to understand the barriers that hinder women from making screening a priority. In Asia, women often play the role of caregiver. Unfortunately, this places a barrier to them prioritising their own health. According to the Roche Women’s Health APAC study 2024, almost 50% of women put their family’s needs before their own. Understanding this behaviour, we launched the first-of-its-kind National Women’s Checkup Week (NWCW) across five markets in Asia-Pacific (Singapore, Hong Kong, Taiwan, Thailand and the Philippines) in conjunction with week and month of Mother’s Day 2024. Themed #MaketheMostImportantDate, the campaign had a clear and concise message for women; put your health first by booking that ever important cervical screening today. This is a campaign that very likely saved lives.