Think Pink: 5 Unique Marketing Approaches to Breast Cancer Awareness

By vitamin

October is Breast Cancer Awareness Month and many organizations are finding new and improved ways to talk about the disease and donate resources to breast cancer research. Here’s a roundup of some of the most unique campaigns we’ve come across this year.

Breast Cancer Foundation Awareness Logos
The power of social media is undeniable, and with that in mind, one organization incorporated three popular social media applications into its breast cancer awareness campaign. Transforming the Facebook, Twitter and Instagram logos into symbols for breast self-exams, the ads carried a powerful message – check yourself, not just your newsfeeds.


Image courtesy of AdWeek

#ITouchMyself Early Detection Campaign
When Australian rocker Chrissy Amphlett’s “I Touch Myself” became a hit in 1990, the song became an anthem for female sexuality. Sadly, Amphlett passed away in 2013 from breast cancer complications. Since then, Amphlett’s family, friends and Cancer Council NSW have repurposed her song into a new anthem – one that emphasizes the importance of early detection with the #ITouchMyselfProject. Ten leading Australian female vocalists create a visually powerful PSA in honor of the late Amphlett.

Saint Agnes’ #OneJourney Campaign
Many breast cancer stories focus on the perspective of the patient and overlook the fact that breast cancer diagnoses also significantly affect the patient’s family and friends. Saint Agnes Hospital’s “One Journey, Many Paths” campaign set out to highlight not just the journey of breast cancer survivor Tami Scovitch, but also the journey of those closest to her, beginning with the moment they found out Tami was diagnosed with the disease.

The hospital is also sharing patient stories, inspirational quotes and important breast health tips on Facebook and Twitter, using the hashtag #OneJourney.

The TODAY Show’s #PinkPower Campaign
On October 1, the TODAY Show kicked off their #pinkpower initiative by telling the story of one of their special correspondents, Joan Lunden. By featuring the breast cancer experience of one of their own employees (who was interviewed by TODAY Show co-host Hoda Kotb, also a breast cancer survivor), the program shows that breast cancer hits close to home for many companies.

Ms. Pac-Man’s Pink Ribbon Campaign
The Pac-Man games have spanned across generations of gamers, keeping the same graphics for 34 years without a dramatic redesign. However this year, game creator, Bandai Namco, teamed up with the National Breast Cancer Foundation to offer special pink mazes under the Ms. Pac-Man character for its mobile games. Users can purchase the $1 bonus map through the end of October, with proceeds going to the foundation.


Image courtesy of


Interested in working with us to come up with a unique approach to your next campaign? Contact us at


Leave a Reply

Your email address will not be published. Required fields are marked *