This month sees the launch of a heavyweight integrated awareness campaign called THIS IS A SIGN by Breast Cancer Ireland to mark Breast Cancer Awareness Month. The launch comes on foot of stark research findings, conducted into awareness levels and self-checking behaviours amongst the population at large.
The campaign run by Ireland’s leading breast cancer charity in partnership with Pluto the Agency, involves experiential on street activations driving awareness around the 8 signs and symptoms of the disease and the importance of early detection and is supported by a full digital campaign, OOH and guerilla marketing campaign, highlighting the fact that in addition to an unusual lump – there are 7 further signs to look out for.
Similtaneously, the charity’s Outreach Coordinators based all over the country, are rolling out a series of complimentary seminars and talks to schools and community groups (including minority groups) on the subject of breast health, demonstrating the signs and symptoms and how to perform a proper self-check.
Pre-campaign research commissioned by the charity, 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 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.
Simply entitled ‘This Is A Sign’, eight individual creative executions were developed – with each one clearly highlighting a different symptom of breast cancer to be aware of, and encouraging people familiarize themselves with all of the lesser known signs and symptoms of a disease that impacts 1 in 7 women in Ireland each year.
The creative and experiential campaign was developed in partnership with the award-winning agency Pluto, who were briefed to develop an eye-catching and impactful educational campaign to co-incide with Breast Cancer Awareness Month. OOH executions include a 52ft x 26ft light projection on to Barnardo Square in Dublin city centre, 48 sheets, Luas Columns, AdShels and Digipods, ensuring that key campaign messages become an almost unmissable part of daily life during the month of October.
Aisling Hurley, CEO of Breast Cancer Ireland, commented “We’re working hard to drive education around the fact that breast cancer is more than just a lump – and that there are in fact 7 other (lesser known) symtoms to be aware of. Sadly every 29 seconds someone in the world is diagnosed with breast cancer, and breast cancer doesn’t discriminate, affecting women (and indeed men) of all ages, and ethnicities. Earlier detection saves lives, and it is precisely for this reason that we are urging people of all ages to arm themselves with the facts, and to take control of their own breast health. Our campaign, developed to mark Breast Cancer Awareness Month highlights critical information, in highly creative ways, that are impossible to ignore and will, we hope, help move the dial in terms of changing behaviours to help women identify any abnormalities as soon as these arise, and swiftly make an appointment with their GP for further investigation”
Ian McCabe, managing director, Pluto the Agency said, “At Pluto, we strive to make an impact for our clients. What better impact to make than raising awareness of the eight signs and symptoms of breast cancer. We were honoured to work with our fabulous clients in Breast Cancer Ireland on such an important campaign.”
The This Is A Sign campaign also encompasses on-campus college activations, targeting students and encouraging young women (and men!) to educate themselves on ALL of the signs of the disease to drive early detection and more regular self-checking.
