The Situation
In 2011, HP introduced a global employee awareness campaign focused on breast cancer, called the Power of Pink. Based on overwhelmingly positive results and employee feedback, HP was ready to expand this awareness effort in 2013 and take on a variety of different cancers.
Countries had the ability to customize their campaign websites to fit their campus, country, and culture.
The Solution
Together with Aon Hewitt, RSW created the Power of Prevention, a multi-faceted campaign focused on empowering HP employees and their families through cancer education, screening, and detection resources, as well as community support.
The Power of Prevention took cancer awareness to a new level. The campaign brought HP’s fight to 34 countries (28 more than the Power of Pink) and focused on skin, breast, colorectal, cervical, prostate, lung, liver, and stomach cancers. In order to promote a program aimed at so many countries, RSW developed options for marketing materials based on cultures. Materials were translated into six languages, and countries had the ability to customize their campaign websites to fit their campus, country, and culture.
Similar to the Power of Pink, the Power of Prevention further communicated its message, “Do one thing to fight cancer,” through various communications. The website’s online community allowed HP employees to connect and share stories, and all 34 countries participated in Power of Prevention Day, a global event that unified HP employees behind this cause.
The Results
The Power of Prevention was a global success. Participation even eclipsed the Power of Pink, with the vast majority of HP employees—250,000—joining HP’s global fight. Hundreds of locations offered educational and screening opportunities, and more than 4,000 HP employees were screened for early signs of cancer.
The website proved to be an invaluable resource. HP employees eagerly shared their own experiences, including 214 Stories of Hope, and thousands of messages and replies expressing support and compassion.
