Objective: Drive Top of Mind Awareness of Breast Cancer Research
Goal: Reach millions of women immediately
Strategy: Create a fun way for women to connect with other women on an intimate topic related to breast cancer. Don’t tell the men.
Plan: Create a social media craze by asking women to update their status with their favorite bra color and share it only with other women. Sponsor is ______ ?
Anyone who works with me knows I’m fanatical about understanding objectives, goals, strategies and plans before launching into the execution of a plan. Well, this example clearly met its objective…and who knows if it really did have a plan! This event actually happened last Friday and DID raise awareness for Breast Cancer Research (#11 on Google trends on the first day). To read more, see the link to abcnews story. Here’s to luck and fun over planning …. never thought I’d say that!
And for the record, black.
Julie
#1 by Sini Ross - February 4th, 2010 at 16:31
Julie, my encounter with this was thanks to some of my old friends in Sweden. Unfortunately, by the time it reached the old country, someone removed the original intent of raising awareness for Breast Cancer while they translated it to Swedish…I then had to re-translate it back to English. In the process, they changed it to a game of “keep the boys guessing”. Perhaps it might be an opportunity to prepare an HTML coding that would be more difficult to alter the message and offer other language versions if you want it to spread globally. Just an idea. Thanks for sharing.
#2 by admin - February 4th, 2010 at 20:50
Thanks for sharing your experience, Sini! I got a sense of that “guessing” quest as well. All I heard is the awareness was amazing and the way it sailed around facebook so quickly was mind-boggling!
Great to see you yesterday! Looking forward to more connections!
Julie