Let's talk about Endo: a campaign to raise awareness of endometriosis in Singapore

This paper presents Let’s Talk About Endo, a health communications campaign that aims to raise awareness of endometriosis in Singapore and empower young women aged 21 to 30 years old to seek medical advice early. While 1 in 10 women in their child-bearing years suffer from this condition, a majority of them can be diagnosed up to four years late. This highlights the severe problem of a delayed diagnosis due to factors such as the lack of awareness of this condition and the stigma surrounding topics regarding menstrual issues. To tackle this problem, Let’s Talk About Endo took a preventive health approach by targeting young women aged 21 to 30 years old, and aimed to educate and empower them with knowledge of endometriosis. Let’s Talk About Endo utilised theoretical constructs from the Health Belief Model (HBM) and key insights from our qualitative and quantitative formative research to inform the campaign’s strategies and tactics. This campaign was executed over 14 weeks and was rolled out in 3 key phases, Humanise, Educate and Reach. Adopting a digital-first approach, this campaign utilised social channels such as Instagram, TikTok and Facebook to reach our target group. An evaluation based on a quantitative post-campaign survey showed that our campaign met most of our impact objectives, with significant improvements in constructs such as self-efficacy, perceived barriers, perceived severity, perceived susceptibility and behavioural intention to seek medical advice early. The findings and suggestions from this campaign can be used as a guide for future campaigns on endometriosis in Singapore.Bachelor of Communication Studie