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By now, most of us are familiar with the iconic pink ribbon that symbolizes breast cancer awareness. October is Breast Cancer Awareness Month, and with that comes the opportunity to check your health and potentially catch breast cancer in the early stages. It also means that you have the power to spread information about the disease to others. If you work in marketing, talking about breast cancer could be a way to reach others, and you can make it a part of your October strategy. One thing to keep in mind is that this topic can be sensitive to survivors and families that have been affected. Let’s take a minute to learn more about breast cancer awareness and how to incorporate it tastefully into marketing initiatives.
Learning More about Breast Cancer Awareness
One of the most effective ways to market is by having a strong understanding of the subject. This helps us get to the identity of whatever we are working on and promote it effectively. Similarly, it is helpful to have a basic understanding of breast cancer if we want to utilize it in a campaign effectively. Here is some information to keep in mind when talking about breast cancer awareness.
What is Breast Cancer?
1 in 8 women will be diagnosed with breast cancer in their lifetime, so we need to understand what it is and what we can do to prevent progression through early detection and treatment. Breast cancer is a disease that causes malignant, aka cancer, cells to form in the breast that can then spread to other parts of the body. Many different types of this cancer can affect both men and women.
How do We Prevent Breast Cancer?
One of the most effective ways of preventing the risk of breast cancer is through self-examinations that can lead to early detection. There is a 99% survival rate at the five-year mark if the disease is caught early. Self-examinations are a massive help in catching breast cancer, especially in the early stages. A self-examination includes taking time while in the shower, looking in a mirror, and lying down to check physically and visually for any lumps or changes in the breast.
About the National Breast Cancer Foundation
There are several sources where people can obtain more information about breast cancer awareness, including the National Breast Cancer Foundation. In 1991, breast cancer survivor Janelle Hail founded the NBCF to provide more information about the disease, so people afflicted had better access to understanding their choices. Today, the mission of the foundation is to help people affected by providing help and inspiring hope through innovative charity.
What to Skip
With numerous brands competing for attention, businesses must employ a range of strategies to capture and maintain their customers’ interest. With so much pressure on trying to cut through the noise, it can be tempting to try to make your voice the loudest. In some cases, however, the over-the-top methods for gathering views may be inappropriate for something like breast cancer awareness. There are a few marketing go-tos that might be worth skipping this time.
One thing to keep in mind if you plan to include breast cancer awareness in your marketing is that this can be a heavy topic for many people. Sales and puns may not be the right direction for your campaign. There has been a lot of progress around treatment and early detection, but there are still many people directly or indirectly affected by breast cancer. Before sharing, think about your audience. Sharing about a topic without directly connecting it to your image does not take away from your campaign. Instead, it could demonstrate to potential buyers that your company is interested in more than just a bottom line.
How to Market for Breast Cancer Awareness
While some tactics are best avoided when it comes to breast cancer awareness marketing, we have outlined a few ways to incorporate this vital topic into your business strategy in a meaningful and effective manner. Here are some ways to bring awareness without directly relating to sales, so that we can avoid being insensitive.
Newsletters and Social Media
If your company sends out weekly or monthly newsletters, this may be the perfect opportunity to add information about breast cancer awareness. Whether it’s history about an organization that promotes breast cancer awareness, tips for conducting self-examinations, or current updates about the cause, add some information for your readers that reminds them that October is an important month.
If your company frequently engages with social media, this could be an excellent opportunity to post about October being Breast Cancer Awareness Month. A full post during October, or adding a few stories throughout the month that direct people to learn more about the initiative, is an excellent way to participate. Consider directing people to valuable resources through infographics and essential links, along with using your platform to share information about breast cancer awareness.
Talking to Experts
Learning more about breast cancer awareness could be a great way to get behind the spirit of the month. Turning to medical professionals, awareness activists, and those with personal experience could help you and your company learn more about what to do this October. You could tie this into your marketing by featuring an interview with an expert. If your company has a podcasting platform, consider inviting a guest related to breast cancer awareness to share their insights in an episode. If you really want to take it up a notch, consider hosting a company-wide event with speakers on breast cancer awareness. Capturing highlights from the event and sharing them online can extend the event’s reach and amplify your marketing campaign.
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