Social Marketing Campaign Uses Mobile to Reach Young Women

Bright Pink’s ‘Underwire Alerts’ (breast cancer prevention) use mobile text alerts to remind women to do monthly breast exams. Yes, it’s painfully obvious and, yes, it brings nothing new to the table, but this is important, damn it. They claim success, so I say, ‘bravo.’ Karen Egolf in Advertising Age:

Bright Pink, a national nonprofit organization that provides education and support to young women who are at high risk for breast and ovarian cancer, created the campaign to remind women to take a proactive approach to breast health. Women who subscribe to Underwire Alerts by texting PINK to 59227 receive a mobile reminder on the first Wednesday of each month.

“A lot of breast cancer awareness is focused on people more toward the over-30 demographic” Campbell says. “[This] approach was: Get the right habits in place early on so it’s part of your life.”


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