October is Breast Cancer Awareness Month. There are few causes nobler or more important to our collective health as a species. It is estimated that every year over 11,000 women die from Breast Cancer. And a lot of these women will have been undiagnosed for a long time.
Time was we knew very little about breast cancer or how to treat it. And tragically this led to many deaths. Even as the scientific study of breast cancer began to increase, public awareness was lacking in many regards. But the Breast Cancer Awareness Association stepped onto the scene. Now the world is more informed about breast cancer than most things.
Today we are going to look at how the Breast Cancer Awareness Team crated a perfect marketing campaign.
The sad truth of the matter is that there are plenty of real people able to stand up and present their stories in relation to breast cancer. And this is the main draw that the BCA (Breast Cancer Awareness) Team uses. They bring in real people who have survived or are currently suffering from Breast Cancer and share their stories to inspire and inform.
This more personal approach connects with the public better than if they simply had a spokesperson or scientist regurgitating facts. People tend to pay attention to stories that tug at their heartstrings and make them empathize with someone else. It is through our sense of shared compassion they have managed to spread so much awareness.
Another way they have managed to get their message across to the public so efficiently is through physical merchandise. The BCA symbol is known worldwide. The small pink ribbon that adorns so many lappels is an international symbol that brings hope and light to any community.
The ribbon was soon plastered onto all their informative literature and sold as pins, badges, on pillows, and banners. Anything to do with the subject of Breast Cancer or any fundraising event. And there is a reason this symbol is so effective.
Simplicity. It is so easy to remember and within that is the key. If a customer can instantly see a symbol and know what it is for, then you have successfully marketed your product to them. And for those suffering from Breast Cancer, seeing the symbol is a reminder that there are so many people out there with their best interest at heart.
But it isn’t just the symbol that they used. They have produced a myriad of products such as the popular breast cancer bracelets that were all the craze a few years back. They sell shirts and jumpers. Hats and flags. Anything to spread the message.
Another great marketing tool that is used by the BCA Team is building a sense of community amongst sufferers and those who are keen on helping. Coffee mornings are a popular method of this. By hosting organized meetings that people can attend to share ideas, chat and simply find a good support network, they are letting the public enjoy a sense of active participation towards the BCA scheme and are making sure their voices are heard.
This is a fantastic way to approach awareness. People are more likely to respond to marketing if they feel they have had a hand in it.
All of these methods combine together to create what is considered one of the greatest marketing campaigns ever. But we think it is important to note that, unlike other marketing campaigns, this one is trying to sell health and awareness. Its message is more important than perhaps any other and it is vital we all do our part to make sure the information they are providing is shared around as much as possible.