Benson Radiology
Bringing life-saving breast cancer detection technology to SA women
The Opportunity
Life-saving technology has arrived at Benson Radiology, with Contrast Enhanced Mammography (CEM) providing South Australian women access to improved accuracy in detecting breast cancer.
The introduction of CEM in South Australia marks a major advancement in breast cancer detection, especially for women with dense breast tissue, bringing new hope and reassurance to women with the potential for earlier and more precise diagnosis.
communikate et al devised a campaign that would raise awareness of the live-saving service and encourage women to consider and seek professional advice about their breast health.
Our Approach
Our approach combined earned media, paid content, and a Meta advertising campaign to generate significant exposure across South Australia.
To spread the word to South Australian women, there was no one better suited than local media identity Hayley Pearson from Adelady, who could draw on her family’s own connection to breast cancer and lived experience having dense breast tissue. We worked with Adelady to produce a video for its Facebook and Instagram pages about Benson Radiology’s motivation to introduce CEM, and how it will support women’s health. We also offered the news of CEM’s arrival into South Australian exclusively to one media outlet, to help maximise the coverage, before distributing it further to other media.
Our Meta advertising campaign, running in conjunction with the earned media efforts, was designed to reach Adelaide-based women aged 35-65 – those at the ideal age to receive a CEM examination. The awareness-boosting campaign featured clear messaging such as ‘Contrast Enhanced Mammography (CEM) can identify hard-to-find breast cancer lesions’, and ‘The only practice in South Australia offering Contrast Enhanced Mammography’.
The Outcome
The success of this campaign has reinforced Benson Radiology as the leader in medical imaging in South Australia, with its North Adelaide clinic reporting a significant increase in interest and enquiries about the CEM service.
Campaign results include:
- More than 45,000 views of Adelady’s video across Facebook and Instagram
- Media coverage across Nine News Adelaide, The Sunday Mail and FIFTY+SA
- 3,500 clicks on Benson Radiology’s CEM Meta ads, and news of CEM reaching around 700,000 South Australian women on social media.
