One of the biggest misconceptions of breast cancer is that
it is perceived as an older woman’s disease. Although the majority of breast
cancer patients are over 50 years of age, every 1 in 68 women are diagnosed
with breast cancer by age 40. Rethink
is an organization dedicated to raising awareness with younger generations. Rethink's
mission is “to
continuously pioneer cutting-edge breast cancer education, support and research
that speak fearlessly to the unique needs of young (or youngish) women.”
Rethink
is looking at new ways to capture their audience. They want to step outside of
the stoic pink ribbons and scary self-exam booklets. This organization has a
section on their website — Our
Manifesto — where they make a pledge to motivate young woman to think responsibly
about breast cancer and take action early. They also have a contest to name the
most powerful story and a humorous video that replaces the old breast exam
card.
The
“Your Man Reminder” campaign was a hit. This video went viral through social
media channels, having been watched just under 7 million times. This
advertisement’s call to action is to download
their app, where you can get reminders, additional education material and
schedule annual appointments. I think this ad was such a success because they made
a really scary topic lighthearted. Taking the edge off the conversation opens up
the dialogue between women and their health care providers and reminds women
that we are all at risk and to just be more aware.
Sources
http://www.cancer.gov/cancertopics/factsheet/detection/probability-breast-cancer
I really think that this is a unique and creative ad to remind girls that breast cancer can happen to anyone. Often I think, like you stated, that the pink ribbons and walks are targeted towards an older demographic of women. Therefore, young women often don’t consider that this could happen to them. By making this topic as you stated “light hearted” it creates awareness that the pink ribbons could not create.
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