Rethink Breast Cancer Social Marketing Campaign
Recently I came across a video advertisement on Facebook:Rethink Breast Cancer: Your Man Reminder . As a young female I find many of the side panel advertisements targeted to my demographics, however this one was particularly daring. I remember hearing about it a few years ago when it was originally released, but thought I’d mention it again on our course blog as it has to do with Social Marketing in the Health domain.
Rethink Breast Cancer is an innovative approach to breast cancer education, support and research that attracts a younger target audience (<40 yrs) and attempts to meet their continually changing needs.
The target audience is suggested to be: modern, bold, culturally aware, youthful, and upbeat. In their 20’s, 30’s or early 40’s who are not necessarily responding to the typical breast cancer awareness campaigns of pink ribbons, teddy bears, cancer walks, or other brochure-type information packets.
The goal of Rethink Breast Cancer is to bring BOLD awareness to a prominent health concern by “foster[ing] a new generation of young and influential breast cancer supporters; infus[ing] sass and style into the cause; and most importantly, respond[ing] to the unique needs of young women going through it” (www.rethinkbreastcancer.com).
They are attempting to motivate young women to take responsibility for their breast health, focusing on prevention and early detection. By redesigning dated images, ideas, and language associated with breast cancer they are creating high-impact, fear-free messaging. Partnering with like-minded organizations to bring more awareness and resources to the cause and inspiring a new generation of breast cancer supporters.
This video is only way of the many creative advertisements for the Rethink Breast Cancer campaign, other outlets include: Support Saturdays, Breast Fest Film Festival, TellHER2.ca, appropriate print advertisements (ie. Chatelaine, Canadian Living, etc), and other partnerships (ie. American Eagle, Telus, Blackberry, O.P.I., Rebook, etc.