Protect your Mom campaign

Executive summary

• A CAMPAIGN TO CREATE AWARENESS ABOUT BREAST CANCER USING ONLY FACEBOOK!

• TARGET MARKET –STUDENTS SCHOOLS AND COLLEGES

MISSION – REDUCE BREAST CANCER FATALITIES WITH EARLY DETECTION• 1/8 WOMEN END UP WITH BREAST

CANCER• 400000 PEOPLE DIE EVERY YEAR

THE MISSION• CANCER CAN KILL ONLY A PERSON WHO

DOESN’T RECOGNISE THE EARLY SYMPTOMS• A FIVE MINUTE SELF EXAM COULD HELP DETECT

LUMPS AND OTHER SIGNS OF BREAST CANCER AT ZERO COST

• THE SURVIVAL RATE GOES UPTO 95% IF DETECTED EARLY.

• AWARENESS ABOUT SELF EXAMS IS VERY LOW IN THE EAST

• WE INTEND TO ENSURE THAT IT IS FOUND EARLY!

CONT’DAAA

• STRATEGY- HARNESS PESTER POWER IF STUDENTS CAN PESTER THEIR PARENTS FOR iPHONES

AND iPADs WE COULD MAKE THEM PESTER THEIR MOMS TO DO SELF EXAMS.

• USP-ZERO COST CAMPAIGN

ACHIEVEMENTS

• 10,500 MEMBERS IN THE PROTECT YOUR MOM GROUP

• 4000 FANS WITH ZERO BUDGET• TOP 5 NOMINEE –EMIRATES WOMAN AWARD

2011• HAD UPTO 3000 PEOPLE TALKING ABOUT IT

ON JUNE 1ST AT ZERO COST• REACHED 833,193 PEOPLE DURING THE FIRST

WEEK OF JUNE,2012 ALONE

METHOD 1. UNIQUE CONTEST

PYM DESIGN AND WIN CONTEST

• STARTED IN 2011- 22 ENTRIES• 2012- 100 ENTRIES INCLUDING SONGS,

DANCES, POSTERS FROM 20 SCHOOLS AND COLLEGES AT ZERO COST.

• ATTRACTED EXCELLENT ENTRIES.• PLANNING A LIVE SHOW WITH BALLETS AND

SKITS – A UNIQUE CONTEST

POSTERS/SONGS

UNIQUE EVENTS

• UNUSUAL EVENTS• BOYS GO BALD• GIRLS DONATE HAIR

• FLASH MOBS ETC

THEY DON’T JUST GO PINKTHEY COMMUNICATE IMPORTANCE

OF SELF EXAMS

AN UNUSUAL CAMPAIGN-READ TRUE STORIES

TRUE STORIES

USP

• USES MUSIC AND DANCE- LANGUAGE OF THE YOUTH

• EDUCATES THE YOUTH AND ENCOURAGES THEM TO DO RESEARCH

• 8 YEAR OLD BRAND AMBASSADORS• BOYS GO BALD AND GIRLS DONATE HAIR• TRUE STORIES• EVENTS ORGANISED BY STUDENTS AT ZERO COST• BUSINESS PROJECT-CASE STUDY

USES ONLY PR AND SOCIAL MEDIA

ACHIEVEMENTS• NOMINEEE EMIRATES WOMAN AWARDS 2012

• CREATES AWARENESS IN LANGUAGEOF YOUTH

• ONLY CAMPAIGN WHICH TRULLY EDUCATES AND ENCOURAGES RESEARCH

• HAS ATTRACTED 8 YEAR OLDS WHO ARE PASSIONATE /KNOWLEDGEABLE ABOUT THE CAUSE

• ATTRACTED LEADERS FROM 5 COUNTRIES AS PYMBRAND AMBASSADORS

• UNIQUE COLLECTION OF VIDEOS, DANCES, SONGS AND POSTERS

PINK WALKATHON INDIA 2011 &2012

TO MAKE SURE EVERY KIDS MAKES THEIR MOM DO SELF EXAMS EVERY

MONTH

AND CHECKS FOR THESE SYMPTOMS

WIN TROPHIES AND CERTIFICATESThe only campaign with 8 year olds supporting it

WHERE 8 YEAR OLDS ARE LEADERS!

WHY PYM IS THE BEST CAMPAIGN

• While creating entries students would have to do a lot of research thereby learning a lot.

• While getting their friends to like their entry, they will be creating awareness. Winning video 2011 had 1700 views on UTUBE, thereby spreading awareness.

• Students are likely to screen out doctors and official messaged but not posters, dances and songs from friends

• Friends are more powerful than official sources. Word of mouth is more powerful than advertisements

• Mothers are more likely to listen to their children

DO LIKE PROTECT YOUR MOM ON FACEBOOK

DON’T MISS THE YOUTUBE LINK ON WWW.PROTECTYOURMOM.ASIA