24
GFBM 2019 Caroline, Vincent, Rachel, and Yewande
GFBM 2019Caroline, Vincent, Rachel, and Yewande
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!
![Mrs. Daisy Bates - University of Arkansas Libraries · Daisy Bates, 1958. Photo from the Daisy Bates Papers, MC 582 [Poste r created December 2007] Mrs. Daisy Bates President, Arkansas](https://static.documents.pub/doc/80x56/60215293a9b77c5aef685620/mrs-daisy-bates-university-of-arkansas-libraries-daisy-bates-1958-photo-from.jpg)
