Insight: Going for a mammogram is a daunting task for many, and a lot of women end up not doing it because of fear.
Women share their tears and fears in life with their best friend(s) all the time. So why not share this one very important fear too?
Idea: It’s time to talk; girl to girl, woman to woman.
We start a movement by getting women to reach out to their closest female friends, and making them their ‘Breast Friend’; promising to be there for each other for mammogram checks and have open conversations about breast-health related topics.
A tender moment between the BFF KOLs will be captured to be used on different digital touch-points and to help amplify the awareness of this campaign after the social media launch.
#BreastFriends Instagram Stickers
Using uplifting social media stickers, we encourage best friends to show off their completed mammogram sessions or when they have nominated their Breast Friends.
#BreastFriend Self-Check Dance Challenge
💞👌🏼👌🏼🤏🏻🤲🏼👈🏼👇🏼👆🏼👉🏼💞
In a light-hearted TikTok and Instagram challenge, a sequence of hand gestures will showcase the steps that borrows the breast self-examination actions and movements.
It will help communicate the importance of the self-checking process.
You can challenge your Breast Friend once you have done the check on yourself!
Art Director
BREAST CANCER FOUNDATION, 2021