goodwork wins 2018 Good Design Award® for The Inner Circle

published 16 November 2018

The winners of Australia’s Good Design Awards, the highest honour for design innovation in Australia, were announced at the Sydney Opera House on the 17th May at the 60th Annual Good Design Awards Ceremony.

The Acon Inner Circle Cervical Cancer Screening Campaign received a prestigious Good Design Award® Winner in the Communication Design category in recognition for outstanding design and innovation.

The annual Good Design Awards is Australia’s most prestigious Awards for design and innovation with a proud history dating back to 1958. The Awards celebrate the best new products and services on the market, excellence in architectural design, digital and communication design and reward emerging areas of design including business model innovation, social impact and design entrepreneurship.

about the campaign
Cervical cancer is one of the most preventable cancers but the screening rates in the LGBTIQ community are much lower than the general population. The Inner Circle campaign was created to build awareness, reduce stigma and increase awareness of cervical cancer screening in LGBTIQ communities in NSW.

When it comes to cervical cancer, LGBTIQ communities are a priority population, yet are often left out of mainstream health messages. It was crucial the campaign reached not just ‘lesbians’ but the full spectrum of LGBTIQ people with a cervix. It had to reflect the diversity and address the barriers and misconceptions faced by this group. The ultimate goal was to increase the rate of cervical screening in the LGBTIQ community in NSW.

The campaign concept of “The Inner Circle” speaks to both the cervix as a body part as well as a trusted social circle. This worked as a platform to start a conversation around cervical cancer in the LGBTIQ community and to create a consistent campaign message across multiple channels. At the core of the campaign are a series of videos with a cross section of community ambassadors from the LGBTIQ community sharing their personal experiences with cervical screening and cervical cancer. ACON also created “Check OUT” a free and confidential cervical and STI screening clinic for LGBTIQ people.

The campaign has been praised for its diversity and inclusivity and most importantly embraced by the LGBTIQ community and is generating the conversations we hoped for. Comments on social media include; “Thank you. This campaign has convinced my best friend to finally go and have her first test and I’m so proud” & “So great! Will be sharing this to my inner circle.”

design Impact
Campaign videos have been shared hundreds of times and generated close to 100,000 views. The website has around 2500 visitors a month and Check OUT, the ACON community clinic is currently booked out 3 months in advance.

This ground breaking campaign was the first large-scale, multi-platform effort to introduce the changes to the cervical screening program to any community across Australia. The Inner Circle aims to celebrate and acknowledge diverse bodies, genders and sexualities within all LGBTIQ communities. In doing so we are saying that every body is unique, but also, every body with a cervix needs a Cervical Screening Test. It is a call to action – talk to your inner circle and get involved in this important health program.

The visual design is based around a contemporary graphic mark to represent the cervix, with the colours based on the pride rainbow. The campaign strategy at its core was based around authenticity and raw, real stories that gave a genuine representation of the LGBTIQ community. It was critical for the campaign to create a strong connection, social share-ability and drive action.

The campaign has been embraced by the LGBTIQ community with comments such as “how bloody amazing is it for #theinnercircle to have these billboards!” and “Because of these vids, I finally went and had a pap smear that I had been putting off and putting off, two days ago.” Since launching in February 2018, the campaign has had a combined reach of close to 1 million people.

the Good Design Awards Jury commented:
This innovative project has the potential to make a positive impact. It speaks to the target in a relevant tone. Efficient, clear communication to a defined target audience, the Acon Inner Circle project is a great example of how new conversations can be sparked and cut through.

The winners were presented with the new sustainably designed Good Design Award trophy in Sydney. Special guest, Jan Utzon (son of Jorn Utzon, who designed the Sydney Opera House) presented the Good Design Award® of the Year on stage and congratulated all of the 2018 Winners. Winners of the Good Design Awards will be showcased to the general public during Vivid Sydney, the world’s biggest festival of light, music and ideas in Sydney from 25-27 May 2018 at the Overseas Passenger Terminal, Circular Quay.

on a personal note
We’re so proud of the whole team who helped bring this campaign to life so we can’t take all the credit. An enormous thank you goes out to Karen Price, Matthew Vaughan and the whole team at Acon. Good design comes through good clients, good briefs, good collaborations and good trust. We would also like to thank Dara Gill on video, Mel at Mel Hird Photography, Steven Lewis at Taleist, and the Bench team past and present including Penny Ransby, James Cooper, Jarrad McCallum, Maddie Egremont, Monica Lawrie and Liana Lewis. Lastly, but most importantly, we extend our deepest gratitude to all of the Acon community who came forward to share their experiences with cervical screening. Erin, Kate, Asha, Jen, Lyn, Meggan, Alex, Alison & Mack, you are all so incredibly brave and there is no way this campaign could have happened without you.

about Good Design Australia and the Good Design Awards

Good Design Australia is an international design promotion organisation responsible for managing Australia’s annual Good Design Awards and other signature design events. With a proud history that dates back to 1958, Good Design Australia remains committed to promoting the importance of design to business, industry, government and the general public and the critical role it plays in creating a better, safer and more prosperous world.