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The 11th Hour Campaign – Ovarian Cancer Awareness Month

In 2010, the statistics revealed that every 11 hours one Australian woman will die of ovarian cancer and 1 in 77 women will develop ovarian cancer in their lifetime. With breast cancer having a strong presence throughout Australia and with other significant women’s cancers having limited profile,  when Insight was approached by Ovarian Cancer Australia (OCA) in December 2009 inviting us to conduct a national awareness campaign launching on February 1st, we jumped at the opportunity to do something significant for women diagnosed with this terrible and often deadly disease. 

Despite the challenges, Insight created a unique media opportunity launching our 11th Hour Campaign with an Australia Day message to all Australian women – learn the symptoms of ovarian cancer today, don’t leave it ‘til the 11th Hour! The campaign exceeded OCA’s previous campaign media coverage by as much as 2683%, telephone enquiries were up by 1567% and website visits increased by 267%.

Insight’s  multi-award winning 11th Hour Campaign delivered Australia’s first highly successful national Ovarian Cancer Awareness Month campaign increasing national awareness of the symptoms of the disease,  generating funds to support the work of Ovarian Cancer Australia and importantly,  delivered national brand awareness for our client.