Social media provides tremendous opportunities for inexpensive word-of-mouth marketing thus allowing non-profit organizations to reach out to more people than ever before.
With regard to breast cancer awareness campaigns, some organizations using social media to spread the word include Susan G. Komen, The Breast Cancer Site, The American Cancer Society, and countless foundations and private hospitals.
Spreading the Word with Social Media
The popular Twitter mobile app went pink in support of breast cancer awareness in October 2011. They even offered a special pink version of their app to users who purchased TweetCast PINK and donated 50% of the proceeds to the campaign.
In September 2011 General Electric (GE) created the HealthyImagination Challenge to identify and accelerate ideas to advance breast cancer early detection and diagnostics, and ultimately help save lives affected by breast cancer.
As part of the campaign, GE is on Facebook, Twitter, YouTube as well as their own ‘Healthy Outlook Blog’ actively engaging online communities in spreading the word. In this YouTube video for instance, six GE employees share their stories about surviving breast cancer. Take a look:
Through these social initiatives GE is also providing screening to women who do not have access to such services.
Global cosmetic company, Estee Lauder dedicated part of their website to educating people on healthy living and breast cancer prevention, in addition to the latest breast cancer news and updates. Estee Lauder also dedicated an entire Facebook fan page to breast cancer awareness.
Other Successful Breast Cancer Campaigns
In 2010, the YouTube “Pink Glove Dance” video done by the Providence St. Vincent Medical Center in Oregon proved to be a compelling content marketing study and an online sensation. The dance was meant to raise awareness for early detection and to encourage those in the fight against breast cancer.
With over 1.8 million hits on YouTube, this campaign was so successful that Medline, the Chicago-area company that made the pink gloves and produced the video, decided to create a sequel—involving more than 4,000 healthcare workers and breast cancer survivors.
There’s no denying that the effects of successful social media campaigning for breast cancer have led to more awareness about the disease. Both Susan G. Komen for the Cure and The American Cancer Society have stated that they received a significant increase of Facebook fans and inquires for more information about the disease.
Social media has proved to be a powerful tool for word-of-mouth marketing in the non-profit sector.
Over to you: What social media campaigns for breast cancer awareness have caught your attention?