Company: VUMI Group, Miami, FL
Company Description: VUMI® Group is an international health insurance company offering exclusive major international medical insurance products and VIP medical services to private and corporate clients worldwide. VUMI® has operational offices in the U.S., Canada, United Arab Emirates and Latin America. Part of a global healthcare group with nearly 500 employees, we are the leading company in new IPMI sales in LATAM.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
 Nomination Title: Let's Go Hand in Hand - Breast Cancer Awareness
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
OCTOBER 2020 AND 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 243 words used.
Breast cancer is by far the most common cancer in women worldwide. In 2020, more than 2.3 million women across the globe were diagnosed with breast cancer. More than 685,000 died from the disease. The majority of fatalities occur due to lack of early detection and barriers to health services – a scenario that hasn’t gotten any better with the pandemic. When hospitals were at - or above - capacity with gravely ill COVID patients, people had to suspend yearly check-ups and screenings while scheduled medical procedures became seriously delayed.
VUMI® recognized this difficult struggle. In 2021, the company’s iconic “Let’s Go Hand in Hand” campaign became more important than ever. Living up to 2020´s award-winning strategy, the objective to educate and inform about breast cancer prevention methods has been maintained. However, 2021´s re-launch highlighted even more the importance of self-examinations as many were hesitant to book check-ups, screenings and second opinion appointments in healthcare facilities. Likewise, we addressed the myths and truths about mammography and ultra-sounds, incentivizing women to schedule their regular examinations whenever possible.
The campaigns motto “Let’s Go Hand in Hand” aims to encourage self-examination - an easy, fast, and free alternative that can be performed at any time - reinforcing women hand´s key role on early detection. Moreover, the motto also reiterates that beating cancer is a team effort: physicians, nurses, family and friends all play an important part and go “hand in hand” with the patient.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
All elements of the campaign were developed in English and Spanish, and others in Portuguese. Throughout the month of October in 2020 and 2021, informative posts on social media platforms covered critical topics including how to perform self-examination, methods for early detection, signals of the disease, and quick video tips on prevention and treatment from respected healthcare specialist. We also highlighted VUMI’s coverage, benefits and exclusive services available to insureds when it comes to breast cancer. 2020’s “Let’s Go Hand in Hand” campaign was launched with a specially produced video starring VUMI’s women staff alerting about the disease and its impact worldwide, followed by a full 4-week plan. 2021’s social media plan was divided into a 5-week schedule:
1. Campaign Presentation
2. Prevention and Examination
3. Diagnostic
4. Treatment
5. Follow-up
In 2020, VUMI hosted 2 online conferences, one with Dr. Mecker Moller, a surgical oncologist recognized for her strides in cancer research and another with Dr. María Auxiliadora Villamar, Surgeon, and Mastologist. The program was so well received, Dr. Moller returned in 2021 with another informative webinar. Following 2020’s successes, a new downloadable educational Guide was created and shared throughout our networks via email in 2021.
Besides sharing valuable information, we also took action: In 2020, VUMI® gave a free mammogram to its employees and agents in Latin America. The campaign included special discounts in large specialized medical centers around the world. In 2021, the free mammogram incentive was held in Ecuador, Venezuela, Mexico and Panama.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 224 words used.
“Let’s Go Hand in Hand” performance in 2020 was so impressive, that it was recognized with the 2021 Golden Stevie American Business Awards, under the Marketing Campaign of the Year in the Health/Disease Education/Awareness category. Both this recognition and the positive health and social impact generated with “Let’s Go Hand in Hand” campaign in 2020, left us no other choice than run it again in 2021, with even more resources to raise awareness and help those going through this delicate situation - which was highly aggravated by COVID-19.
In 2020, our opening video had more than 2,500 views. More than 1,000 people participated in our webinars and about 400 agents in Latin America had their mammograms for free.
Throughout our networks, both insureds and agents widely praised Year 2 of the “Let’s Go Hand in Hand” campaign. Communication announcements, including the Guide on Breast Cancer, were sent to more than 500 employees and 12,500 agents who then shared it with its network of nearly 100,000 VUMI policyholders worldwide.
On social media, posts were shared with over 13.7k followers on Instagram, nearly 35k on Facebook and 8.5k on LinkedIn. On LinkedIn, there was a notable increase in both followers and page views. During the campaign’s month, there was a dramatic increase in page visitors: growing from 125% to 533%.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 7 words used.
Please refer to supporting media files attached.
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