The Ultimate Defense is an educational campaign leveraging the power of professional sports to drive awareness and action around cervical cancer screening. Anchored by a partnership with WNBA player Erica Wheeler, the campaign reframed Pap and HPV testing through the lens of preparation, teamwork, and defense, sparking culturally relevant conversations between women and their healthcare providers. The launch integrated a PSA video, social amplification across Instagram and TikTok, and earned media during Cervical Health Awareness Month, positioning screening as a proactive, empowering act while reinforcing Hologic’s leadership in women’s health diagnostics and preventive care.
Edelman Team
VP, Creative Director: Karen Keane
Senior Art Director: Morgan Durham
Senior Copywriter: Javiera Wuth
Executive Producer: Thomas Craig
