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Memorable approach for a Serious Medical Issue

Memorable approach for a Serious Medical Issue


Rethink Breast Cancer uses a very funny online advertisement to promote a free app that helps woman check their breasts regularly for early signs of breast cancer.

Aimed at a younger female audience, in an effort to prevent breast cancer, the ad uses humour and hot guys to firstly grab attention before going onto explain the importance of regular “TLC” – Touch your breasts, Look for changes, Check with your doctor.

The use of the app in this campaign, cleverly named “Your Man Reminder”, is ingenious as once downloaded (and it has been downloaded over 70,000 times) the women can start to interact with it regularly. You have a choice of one of six men to talk you through how to do a self examination and then they encourage you with regular reminders to re-check your breasts. (I couldn’t download the app quick enough after viewing the video).

This is just another example of where online promotion can be such a powerful medium to engage with a targeted audience and then interact with them regularly with an important message.

Rethink Breast Cancer’s video promotion of the app was recently named one of TED’s 10 Ads Worth Spreading.

Yours in the exciting world of online promotion,


Belinda Vesey-Brown About the author