Breast cancer currently affects 1 in 8 women, making this disease a reality that concerns us all, whether it's the women directly impacted or their loved ones.
In addition to raising awareness, it is crucial to inform women about the importance of early detection and treatment of this cancer, as this is a decisive factor in the fight against the disease. When breast cancer is detected at an early, localized stage, the 5-year relative survival rate is over 90%.
Breast cancer awareness has always benefited from creative, hard-hitting campaigns. Here are three examples of Digital Out-of-Home (DOOH) campaigns that have given women the tools to inform themselves and to guide them in the process of the early detection, and to raise funds for research.
Know Your Lemons" (Worldwide Breast Cancer)
This innovative campaign used illustrations of lemons to explain the symptoms of breast cancer. By integrating this campaign on DOOH screens in hospitals, clinics and public spaces, passers-by could interact with the content and learn more about the signs to look out for.
A scan of the QR code provides more detailed information, as well as access to an app to guide women in early detection.
The “Change the ribbon” campaign (Estée Lauder)
Estée Lauder revolutionized breast cancer awareness campaigns with its famous pink ribbon. Taking it a step further, the company recently launched a DOOH campaign, using interactive screens in malls and public places to encourage people to “change the ribbon” by personalizing their own message of support.
Each interaction spread an additional awareness-raising message, creating a viral effect through shares on social networks.
Campagne « Le rendez-vous de l’année » (Caisse d’Epargne)
Echoing its positioning of “Being useful to you”, Caisse d'Epargne has mobilized around a new useful gesture: “The appointment of the year”. The aim: to set up the appointment of the year, once a year, with a health professional, for early screening.
The OOH campaign has been rolled out in Caisse d'Epargne branches and other busy public places in France. It enables women to add this annual reminder to their own calendar via a QR code.
It also features an awareness-raising campaign (with interviews and advice), a fund-raising campaign for the Ruban Rose association (whether you're a customer or not) and the possibility of booking an appointment immediately via the Doctolib app.
A new era of awareness with DOOH
DOOH offers enormous potential for raising awareness and providing more effective information about breast cancer detection. Here are a few ways to go further in campaigns:
- Personalize messages based on real-time data
DOOH makes it possible to adjust messages according to the time of day, the weather or the population density in a given area. For example, a campaign could broadcast mammography information in the morning to women on their way to work, with a reminder to book an appointment.
- Interactive screens in medical centers, but not only!
By installing interactive screens in hospitals, clinics, pharmacies and shopping centers, visitors can receive detailed information, view testimonials, or even book an appointment directly for screening. Interactivity strengthens engagement and captures attention.
- Targeted campaigns in high-risk areas
Using demographic and location data, it's possible to target geographic areas where screening rates are low. DOOH campaigns in these areas could include local testimonials or partnerships with local health associations to encourage more women to participate. Associations to encourage more women to be screened.
- Integration with mobile for more comprehensive DOOH campaigns
Using DOOH and the ability to choose exactly what message to send, where and when, it's possible to integrate campaigns with mobile initiatives in an ultra-localized way. For example, a DOOH screen can display a QR code that passers-by can scan to access more information, testimonial and explanatory videos or even tools to explain how to self-examine and/or locate the nearest screening center.
Conclusion
DOOH, with its interactive and real-time targeting capabilities, offers unprecedented opportunities to raise awareness of the importance of breast cancer screening. By combining creativity and technology, awareness campaigns can be more impactful, engaging and, above all, more effective in conveying crucial public health messages.