This Is A Sign
October is a very important month of the year, being Breast Cancer Awareness Month. The Breast Cancer Ireland team came to pluto with the ask to execute an impactful campaign during October.
BREAST CANCER IRELAND • BREAST CANCER IRELAND • BREAST CANCER IRELAND •
The Breast Cancer Ireland team felt that there was a general lack of awareness of the signs and symptoms of breast cancer amongst the Irish public so we decided to dive further into this with a survey.
Pre-campaign research conducted by pluto of over 400 people showed that a worrying 46% of people asked, did not know what signs to look out for whilst self-checking, and a further 56% of people surveyed are self-checking ‘only when they remember’ to do so. Perhaps most concerning of all, were the 11% of women who ‘never’ check their breasts at all.
The Breast Cancer Ireland team explained that the most commonly known and discussed breast cancer symptom is a lump. However, in addition to an unusual lump there are 7 more lesser-known signs of breast cancer, that are just as significant.
Therefore, the objective that was born out of these conversations for this campaign was that we needed to spread awareness of ALL 8 signs and symptoms of breast cancer through a thought-provoking campaign.
Execution
KEEP IT SIMPLE
MAKE IT CLEAR
KNOW THE SIGNS
We clearly understood that breast cancer can manifest in various ways, and that recognising all the signs is key to early detection and effective treatment. By educating ourselves and others on ALL THE SIGNS, we empowered the public to take control of their health, ensuring that no symptom or sign goes unnoticed.
Each asset we produced carefully highlighted a different symptom of breast cancer to be aware of, and we knew this needed a big platform. So what’s bigger than a 52ft pink projection in the middle of Dublin City Centre?
This projection was supported by lots of other important ‘signs’; on social media, in OOH and many smaller guerilla signs we installed all over the city, ensuring that key campaign messages were an almost unmissable part of daily life during the month of October. We also took this campaign on-campus to speak to college students, encouraging young women (and men!) to educate themselves of ALL signs of breast cancer from a young age.
Results
With the support of the PR team in Breast Cancer Ireland we secured additional media coverage of our THIS IS A SIGN campaign during the month of October. Combining figures between social media posts, OOH and media coverage, this campaign reach over 1 million people. On social media in particular, we garnered 3,720 engagements, indicative of a strong audience interaction.
We also conducted some further research post-campaign where percentages showed we may have positively impacted the awareness of the 7 lesser-known symptoms of breast cancer.
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