LET'S PINK - BREAST CANCER CAMPAIGN (II)

This is the second campaign I created for breast cancer awareness as part of my client's CSR activity. We partnered with The Times of India and the Indian Cancer Society during the month of October (Breast Cancer Awareness Month) to get the message across. This campaign, which used a fresh approach of communicating to husbands, was published in The Times of India, one of India's largest newspapers - one ad each day for seven days. Along with the ads, there were survivor stories and awareness articles published, self-check videos, radio spots and of course FREE breast check-ups at clinics in five cities. (Click on the images to enlarge)

Central Idea: Women tend to take care of the whole family but neglect themselves, especially in matters of health. Until it's too late. Early detection of breast cancer is key to a better chance of survival. My ads were targeted at husbands to encourage them to reciprocate the care and love they receive from their wives; to urge them to fulfill their marriage vows of taking care of their wives by ensuring that they do a breast check-up regularly. Each ad used a different insight. This approach also fit the brand's association with romance perfectly. 

Results: We got thousands of rupees in donations to the Indian Cancer Society through the SMS pledges, 3289 women availed the free breast check-ups and 66 women were detected with early stages of breast cancer. For those 66 women, this campaign was indeed a life-saver.

RADIO SPOT FOR THE CAMPAIGN

Here's the link to the radio spot (Hindi) for this campaign. It won ‘Most Effective Use of Radio in an Activation Campaign at the ERAs (Excellence in Radio Awards) 2011.

https://www.box.com/s/inxazmi7g3oookzranp5

Here's the translation of the spot in English: 

MVO: You have a fever… but someone else has a sleepless night

You have to catch a flight…but someone else packs your bag

You have a presentation…but someone else stresses about it

You get a promotion… but someone else distributes the sweets

Because she made a promise that she would take care of you in every way, 

now it's time for you to fulfill your promise as well. 

Take her for a breast check-up regularly.

VO: Pond’s and Times of India presents Let’s Pink. A Breast Cancer awareness initiative. SMS LETSPINK to 5636 to pledge your support. Rs. 3 per SMS of which Re. 1 will be donated on your behalf to the Indian Cancer Society.