The average number of women dying of breast cancer every year in Croatia is 900. This is the most common type of cancer among women, according to the latest numbers. However, 90% of those diagnosed survive if the cancer is identified at an early stage, and self-examination is a critical part of the monthly routine that can potentially save lives.
That brings us to the obvious question: Why would women postpone potentially life-saving self-examination? Unquestionably, the main concern for many is the fear of finding something.
In the fight against these devastating statistics, we partnered with the association Nisi sama (You Are Not Alone) in the #Pinkypromiss campaign and made it our mission to raise awareness about breast cancer and the importance of regular self-examination.
As our findings revealed that women often don’t prioritise their own health, we sought to motivate them to look out for themselves as well as their friends.
Tapping into the power of friendship
Research has shown us that female friendship is the most important influence in a Millennial’s life — stronger, even, than a romantic relationship or career. That insight has been a lever for a permanent change of mindset and behaviour when it comes to breast cancer and the issue of self-examination.
#Pinkypromiss enables two girlfriends to support each other in fighting breast cancer by setting up personalised motivational e-mail reminders that encourage each to do a self-check every month. In addition to these reminders and instructions on how to do a regular self-examination, women could also find health advice and useful support contacts.
Our partner on this journey was miss7 — a media brand positioned as a best friend of sorts for women. Miss7 listens, speaks openly about all topics, and gives comfort, just like a girlfriend. This complex and emotional topic required that we focus on compelling content to send the right message and make an impact.
The campaign brought together key stakeholders in Croatia involved in raising awareness about breast cancer and attracted numerous influencers who showed support. The largest news portals and TV houses in Croatia shared word of the campaign, creating free media space worth about 1 million kunas or US$156,895.
The campaign results included more than 600 subscriptions for reminder e-mails, doubling the expected target. As the entire digital campaign funneled users to a campaign microsite, we recorded 300,000-plus microsite views or 300% more than our estimated performance.
Thanks to the #Pinkypromiss campaign, our favourite result is that women at risk detected breast cancer at an early stage and had the opportunity for complete recovery.