From April to June 2025, Vistra ran a campaign designed to reach women where they live, work, and get information. Outreach focused on 17 priority counties while keeping visibility statewide. All materials were produced in English, Spanish, and Haitian Creole. Under the slogan “Together We Screen,” the messaging delivered three points: screenings are accessible and affordable, early detection saves lives, and women are supported throughout the process.

Meta, Google Ads, programmatic display, and OTT streaming drove audiences to the program website. Digital billboards ran in Tampa, Orlando, Miami, and Jacksonville. Community placements extended the campaign into pharmacies, physician offices, laundromats, nail salons, and convenience stores. A two-phase direct mail effort first surveyed the community to understand awareness and barriers, then followed up with eligibility information and clear next steps through QR codes and tracked links. The creative paired community-centered imagery and real testimonials from people affected by cancer with simple pathways to learn more and schedule a screening.

The campaign achieved a 0.53% click-through rate among the target audience, meeting and exceeding healthcare benchmarks, at a cost of approximately $0.53 per click on Meta. It increased traffic to screening eligibility information and program resources. The survey identified cost, lack of insurance, and screening anxiety as the top barriers, which confirmed that trust and supportive messaging are key to getting underserved women connected to care.