Apffelstaedt, Hoosain & Associates – The Pap Test

IN: Case Studies

ABOUT THE PROJECT

Apffelstaedt, Hoosain & Associates (AHA) is a multi-disciplinary medical practice focused on breast, thyroid and bone health. Situated in the Northern Suburbs of Cape Town, they have a reputation for clinical excellence and patient‑centred care. They are committed to encouraging early detection and supporting patients through culturally sensitive communication.

MANGO‑OMC works with AHA on retainer, managing their communications throughout the year. Each October, we design and deliver their Breast Cancer Awareness Month campaign, ensuring fresh creative angles that resonate with diverse audiences.

BRIEF AND REQUIREMENTS

For October 2025, there was no formal brief from the client., MANGO‑OMC proactively identified the need for a fresh, culturally resonant approach that would cut through the clutter of Breast Cancer Awareness Month.

WHAT WE DID

We recommended and developed:

A digital‑first campaign that prioritised owned channels (website, social media, video) over traditional media.

A new creative concept:  The Pap Test, using the act of preparing pap as a metaphor for breast self‑examination.

A press release strategy supported by primarily broadcast placements, rather than individual articles.

Integration of real patient voices through recipes, testimonials, and practice‑based activations.

A paid media plan to amplify reach across Facebook, Instagram, LinkedIn, and to launch a TikTok channel (for this campaign).

MANGO‑OMC conceived the campaign, built the creative framework, curated content, and managed the paid media budget. The client contributed patient research and operational inputs.

OUTCOMES

The campaign delivered significant growth in reach, engagement, and resonance compared to 2024:

  • Concept Execution
    • The “Pap Test” video used the act of preparing pap as a metaphor for breast self‑examination.
    • Produced in English and sub-titled for isiXhosa, and Zulu, the video reframed breast health as familiar, not fearful.
    • Patient recipes and testimonials added authenticity and emotional depth.
  • Media Coverage
    • 19 clippings with a combined reach of 4.8 million and AVE of R1.32 million (↑44% vs 2024).
    • In alignment with the strategy broadcast dominated, with 10 placements and over 3.6 million reach, including Cape Town TV, Cape Talk, and Die Groot Ontbyt.
    • All mentions featured Dr Fatima Hoosain, reinforcing her role as the campaign’s central voice.
  • Digital Engagement
    • Website users more than doubled: ↑122% for active users and ↑123% for new users.
    • Event count surged to 32,000 (↑90%).
    • “Contact Us” page views rose 328%, with a bounce rate of just 19.2%, indicating real‑world action.
  • Social Media Growth
    • TikTok launched from zero to 1,299 followers, reaching nearly 30,000 unique viewers.
    • Instagram link clicks grew by 4,100%.
    • Facebook remained the strongest driver, with paid ads generating 3.7K sessions and 3.2K new users.
    • LinkedIn amplified professional credibility through interviews and advocacy.
Apffelstaedt, Hoosain & Associates – The Pap Test

RESULTS

The campaign demonstrated the power of culturally grounded storytelling combined with paid amplification:

  • Media Reach: 4.8 million
  • AVE: R1.32 million (↑44% vs 2024)
  • Paid Media Budget: R10,000
  • Website Growth: 122% increase in active users
  • Social Media ROI: TikTok launched from zero to 30K viewers; Facebook ads drove 3.2K new users.

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