Early Detection Saves Lives
One in eight women in Canada will be diagnosed with breast cancer in their lifetime, and 18% of those cancers occur in women ages 40–49, where they are often more aggressive. When Canada’s provincial governments began lowering the age for publicly funded breast cancer screening from 50 to 40, the opportunity to act was significant — yet uptake remained low.
GCI Canada and Hologic Inc. partnered to create Early Detection Saves Lives, an emotionally powerful video built on a “sliding doors” concept that illustrated the life-changing difference between early detection and delayed action. GCI executed a two-phase paid campaign on Meta and LinkedIn that segmented by province and linked directly to each region’s breast screening booking platform.
The campaign drove more than 37,000 Canadian women to their province’s screening websites — 88% within the target age demographic. Out of 3.7 million impressions on Meta, a remarkable 24% of viewers who stopped on the video watched it in full. On LinkedIn, the campaign achieved a CTR of 0.80% — well above the 0.05–0.35% benchmark. Beyond the numbers, the video earned praise from radiologists across Canada, affirming its role as a powerful tool in the fight for earlier detection.
Finally, GCI Canada and Hologic were awarded a Silver CPRS National Award of Excellence in the Canadian Health Care Campaign of the Year category.
