GFBM 2019Caroline, Vincent, Rachel, and Yewande

OUR TEAM

Carolinecarolinelee8.cjl@gmail.c

om

Ra chelrachelluo005@gmail.com

Yew a ndeyewande.adigun@gmail.com

VincentDudineVincent@gmail.com

AGENDA

STRATEGY

1CREATIVE

2COMMS PLAN

3ROLL OUT & MEASUREMENT

4

THE BRIEF

40% of breast cancer survivors discovered their own cancer, yet most young women are never taught how to perform a simple breast self -exam.

The AskGain 500k unique downloads for the Daisy Wheel within the first year. While fostering a

new generation of young adults into the Get In Touch Brand.

- Access ible - Free - Allevia tes feeling of helplessness

THE APP

64% of low income women self -detect brea s t ca ncer, a s compa red to

40% of higher income w omen

These are the communities that are impa cted the most by dia gnosis . 20% to 30% of low income w omen

w ill lose their jobs or a re una ble to

w ork during their brea s t ca ncer

trea tment.Post dia gnosis fea rs : cos t, life uphea va l, fa milia l impa ct.

La ck of qua lity medica l ca re or a ny medica l ca re-- insura nce

20% of low income w omen a re uninsured.

Source: pinkfund.org, kff.org

When discussing breast cancer in Low income communities there is a sense fa ta lism tha t s tops conversa tions .

“ Cultura lly, it feels ta boo, to ta lk a bout (brea s t ca ncer). Even a fter she w a s dia gnosed w e w ere a ll a w a re a nd knew it w a s importa nt but it fe lt like spea king dea th into exis tence.

Funmi, Sis ter of a Brea s t

Ca ncer pa tient.

Millennial Women

Low Income Women

THE AUDIENCE

Breast cancer is more than a diagnosis for low income women. It’s a complete

disruption of their normal.

THE STRATEGY

Minimize the potential life disruption that a breast cancer diagnosis can cause by

normalizing the conversation around breast cancer self -exams .

The birds, the bees, and the daisy.

THE BIRDS, THE BEES, AND THE DAISY

What if it was as normal to talk about breast cancer examinations as it is to have “The Talk?” For low -income women, the new standard will be just that —we’ll create a conversation around breast

cancer examinations so they can be as routine and expected as having “The Talk.”

NO, NOT THAT TALK

To flip the idea of “the Talk” on its head, we’ll create out of home advertisements through out of home and on social. Each

one will start with an allusion to “the Talk” only to flip it on its head and speak to breast self -examinations rather than sex.

DAISY-FIED

One of the most visible symbols on social media is the blue verification check. It lives across all social platforms –Facebook, Instagram, Twitter, even Bumble.

To encourage the conversation, we’ll introduce a new verification symbol. The women who have done their BSEs to know their normal in the last month will be “daisy -fied” and receive a daisy verification symbol on their social profile.

POP-UPS

To further encourage the community to continue the discussion surrounding breast cancer examinations, Get In

Touch will host events across low -income communities, spotlighting the breast cancer stories of the women within the

community. At each pop -up, Get In Touch will distribute products that continue the conversation and serve as a

reminder to continue regular self examinations.

SEARCHING FOR DAISIES

We all turn to Google whenever we need a bit of help or guidance. Telling our daughters how to perform self -examinations is no different. That’s why when they turn to Google to search any terms linked to the birds and the bees, the daisy will hijack the talk and include breast cancer self examinations into the conversation

CO

MM

S PL

AN It's hard to start a new normal.

Identify low friction personal moments for women to perform self

exams.

Brand partnership with ThirdLove to launch a

difusion Daisy line.

Normalization needs numbers.

Leverage established users to help gain new

users.

Create a referral program that rewards users with

benefits from partner sponsorships like

premium bumble account

Conversation surrounding BSE is normally in the

context of a loved one’s passing.

Recenter the conversation as a celebration of life

and womanhood.

Develop social media promotions like

#giftofdaisy on National Daughters Day

(Aug 11th)

Barriers Comms Tasks Channels

ROLLOUT

Awareness and Advocacy Channels

Conversion Campaign and Tent Pole Moments

Activate within Communities

How do we reach 500,000downloads?

There are approximately6.5 Million low income millennial women

in the United States.

MEASUREMENTTactic/Channel Measurement

ToolPotential Reach Conservative

Estimated conversion %

Estimated Downloads #

No, Not that Talk(OOH)

QR code 38 million 1% 375 K

Daisy-Fied(FB, IG, Twitter, Bumble)

4.6 million 1% 46 K

Pop-ups (6 cities) App downloads 600 K 10% 60 K

ThirdLove partnership QR code 1.5 million 1% 15 K

Referral Program Promo code 12 K 20% 24 K

#giftofdaisy(FB, IG, Twitter)

4.6 million 1% 46 K

556 K

RECAP

STRATEGY

1CREATIVE

2COMMS PLAN

3ROLL-OUT & MEASUREMENT

4Normalize the conversation around breast cancer self -exams

The birds, the bees, and the daisy

Use partnerships, referrals, and social media to overcome three barriers

Hit over 500K downloads

THANK YOUWith an extra hug to Jeremy Ho, Sarah Watson,Alec Vazquez, Melissa Nelson, Kevin Ma, Dylan

Fauss, Krystal Alegbeleye, and all of our speakers and the people who made this happen!

OUR TEAM

Carolinejeremy.hojj@gmail.com

Ra chelrachelluo005@gmail.com

Yew a ndeyewande.adigun@gmail.com

VincentDudineVincent@gmail.com