Hologic has drafted professional basketball player Erica Wheeler to raise awareness of cervical cancer screening, putting the guard at the center of a drive to frame testing as the “Ultimate Defense.”
The medtech company, which sells Pap and human papillomavirus (HPV) tests, is teaming up with Wheeler on a campaign inspired by the fundamentals of basketball. In a video created for the campaign, the WNBA star discusses how coverage of the court by different players is key to basketball defense—a lesson she learned from her mom, who died of cervical cancer more than a decade ago.
“She taught me that a great defense protects from every angle. On and off the court, coverage, teamwork and communication are critical,” Wheeler said in a statement. “Now, to honor my mom’s legacy of caring for others, I’m using my platform to tell women that going to their doctor for Pap and HPV testing is one of the most important ways to protect their cervical health.”
The video draws an analogy between the two-player basketball defense model espoused by Wheeler and the two-test approach to screening. As Wheeler explains, Pap testing every three years is recommended for women aged 21 to 29 and every five years for those aged 30 and older, combined with an HPV test for the latter group. The pairing of Pap and HPV testing is the “Ultimate Defense” against cancer, according to the 34-year-old athlete.
Hologic is running the video as part of a broader campaign during Cervical Health Awareness Month in January. Wheeler posted the video on her Instagram account, and Hologic is hosting it on the “Your Ultimate Defense” website. The site includes a cervical cancer health checklist that uses basketball terminology to explain how to prepare for screening tests.
The campaign builds on Hologic’s track record of using sports to support awareness campaigns. The company ran a Super Bowl ad starring Mary J. Blige in 2022 and struck a sponsorship deal with the Women's Tennis Association Tour later that year.
The addition of Wheeler to the roster of stars who have worked with Hologic comes as the company prepares to go private in an $18.3 billion deal.
Hologic shared details of the implications of the planned takeover by Blackstone and TPG this week, saying that day-to-day work will remain unchanged for most teams and the new owners will leave its leadership teams to make decisions. Continuity is a key near-term priority for Blackstone and TPG, the company said.