In 1992, Evelyn Lauder created the Breast Cancer Awareness campaign and since then individuals & organizations across the globe have dedicated their time for this cause. There are various events, runs arranged to raise money to fight this disease. Every October, has been designated as the National Breast Awareness Month and the pink ribbons symbolize support for this cause.
Various Indian brands are harnessing the power of social media, where they have launched digital campaigns, set up hashtags, contests and so on to spread awareness and raise money. I’m going to be sharing some of the initiatives taken by these brands, and how they are helping to amplify this cause’s message through various social mediums.
Philips India has launched a ‘Husband Initiated Movement’ or ‘HIM’, in a move to spread awareness about breast cancer. The digital campaign urges men to ensure that their wives take a 10-minute breast self examination once every month and in-return they can complete a chore for them it can be from- cooking, babysitting and so on.
The brand has even created a website for this movement, where they encourage the men to upload selfies of when they are performing any of the chores on either of their social networks – Facebook, Instagram, Twitter with the #HIMInitiative and 5 winners stand a chance to win a Philips Airfryer if they gain maximum likes/ favorites. They have been constantly encouraging their audiences to participate through their social networks, and even created a very powerful advertisement about this cause with a mute couple.
Lavie on their social networks, the entire month of October have been sharing articles and tips. They are encouraging their target audience, women to talk to their mothers about such important causes and have created a special hashtag for it #TalkToYourMom! On 31st October they had arranged a Twitter chat with Dr. Sumeet Shah so he could solve certain queries regarding this disease and enlighten the women. And to increase awareness of this chat, they ran a contest so they could help more women out.
To qualify in the contest users had to answer the 10 questions, with the #TalkToYourMom and they stood a chance to win a goodie bag. Due to increased participation and awareness this hashtag was even trending.
Elle has taken its pink ribbon initiative one step ahead, by creating a Facebook page for it and constantly providing support to women. Sonam Kapoor, is their Brand Ambassdor who is helping them spread the word as well. They have tied up with many brands, that are supporting Elle in the fight against this disease by providing discounts, donations and so on. In a unique initiative by Elle India, people have to post their selfies wearing pink in support of breast cancer awareness.
4. Estee Lauder
Estee lauder India has been running a campaign on their Twitter, Instagram & Facebook presence. Where the company will donate Rs. 100 toward breast cancer education and medical support for every message shared through the month of October 2014, up to a maximum of Rs. 10,00,000/-
The affected persons by breast cancer had to inspire and share a message or photo, on either of their networks using #BCAstrength #EsteeLauderBCAIndia @BCACampaign. To spread the message and bring in more awareness, they light Mumbai’s iconic Bandra Worli Sea Link pink from 3rd to 10th October 2014, 7:30 pm onwards [more here]. The whole point of this campaign was to support one another and keep the spirit of life going.
PrankBaaz, is a fun page which you visit for a good laugh. But this time they have shocked their users in a good way! They published a video regarding breast cancer on their YouTube channel and shared it on their Facebook page as well which raised quite a few eyebrows and got the message across loud and clear.
With this bold concept, of the girl flashing her T-shirt underneath the robe to the passer-by’s highlighted the important cause of breast cancer and which no-one should take it lightly. This video has totally gone viral with more than 1.8 Million views, on their Facebook page as well they are spreading the message in support of this cause and encouraging people to view the video and spread it across.
This by no means is a conclusive list; a lot of brands are not running campaigns, but are encouraging their audiences to participate in this cause by posting selfies or wearing pink to work. Social media is now the king of reaching masses, with these campaigns run by various brands evokes emotions and awareness. These campaigns have shocked and dawned reality of this harsh disease by creating buzz.
Have you seen any other brand spreading awareness for this cause? Please do share the links with us in the comments section below.