Blog Task #006 - PR CAMPAIGN

BLOG TASK #006 - PR CAMPAIGN

Campaign Title: Fight for a Better Breast

Organised by: Estee Lauder

Information Gathering:

• Target audience: Fashionable young at heart women between 25 to 45 years old.

• Demographic: The city

• Values: People think it will never happen to them, Asian people values, westernized, stereotypical thinking. (only women get breast cancer thinking)

• Attitudes: Some aware, some unaware, some don’t care, health conscious

• Lifestyle: Modern, carefree, unhealthy, not enough exercise, do not go for medical checkups, ignorant

• Media consumption habits: They use media very often, networking, daily use, everyone uses media these days.

• Thoughts/Awareness about the issue:

• People are aware but they are ignorant

• Some think it is a very scary thing

• A horrendous situation to be in

• Some think they are still young so it will never happen to them

• The problem to be solved:

• To get people to be aware that breast cancer can happen to them or their loved ones anytime

• Encourage people to be more healthy

• To assure people that with early detection, breast cancer is not something that is impossible to fight with.

Planning

Strategic plans: (Long term achievement: Less women to have breast cancer.)

• Subsidised medical check ups ( mammograms once a year)

• Exercises to prevent breast cancer:

• For women who works out, their urine contains lower levels of a potentially cancer causing oestrogen byproduct and higher harmless oestrogen, which lowers the risk of women for breast cancer.

• Aim for at least 150 minutes of moderate exercise each week​

• Self check for symptoms properly by breast cancer specialists

• Check for distortion or swelling or rashes on breast

• Look for any signs of fluid coming out from nipples

• Feel the breast for any sign of lumps in a lying position and in a standing or sitting position . Make sure to cover the entire breast from top to bottom, side to side — from the collarbone to the top of the abdomen, and from the armpit to the cleavage.

• Talks by experienced breast cancer survivors

• Talks by breast cancer specialists on how to prevent breast cancer and its symptoms, process of the breast cancer treatment (before and after) and the side effects of the treatment to dispose the hypocrisy of pink ribbon.

Tactical plans: (Short term achievement: 10 000 people to participate in the awareness campaign)

• 5KM Pink Ribbon Run

• Run for a healthier you

• Run to show your support and to spread awareness

• Health Bazaar Event

• Sells food that can prevent cancer

• Fun, mini booth events like exercising booth

• Estee Lauder roadshows

• Estee Lauder promotions: Buy a product of Estee Lauder with less price and free discount coupons on medical check ups on breast cancer.

• Radio ads, billboard ads, television

• Advertise the campaign everywhere to gather people’s attention.

• To get people to donate for charity and research to cure cancer

• Pink Ribbon Fashion Show

• Estee Lauder organizes a fashion show that uses their brand of products with the help of local designers and breast cancer survivors as models for charity

MBO:

Measuring the events:

• Record on people buying Estee Lauder products in the month of Pinktober

• Talks organized by Estee Lauder: Recording the amount of people who attended the talk

• 5KM Pink Ribbon Run: Put up a fee for those who signed up for the run

• Health Bazaar Event: Giving out a pink ribbon to the attendees of the bazaar.

• Estee Lauder Roadshows: Record the amount of sales and coupons given out during roadshows.

• Pink Ribbon Fashion Show: Giving free pink ribbon T-shirts to the attendees of the fashion show.

Managing the events:

• Every year Estee Lauder will give out forms for those who buy their products in the month of Pinktober to go for a checkup at a hospital .

• Every year for the whole month of Pinktober, Estee Lauder shops will open up a booth where it will educate the customers through simple exercises that can prevent breast cancer via video.

• Giving out advertisements and flyers as well as posting information about talks organized by Estee Lauder.

• Attract the community with prizes to be won in the marathon run. For example, cash vouchers for Estee lauder products.

• Gather supporters of breast cancer campaign and breast cancer survivors to sell food that helps lower cancer risk.

• Estee Lauder will do roadshows in shopping malls and universities to attract the targeted audience with product discounts and free discount coupons on medical check up.

• Gather talented and upcoming local designers to produce a fashionable dress for the fashion which will be worn by breast cancer survivors.

Communication:

Key Messages:

1. Cancer Bites.

2. Breast is Gold (B.I.G.)

3. Don’t Break Your Breast.

Social Media Platforms

Facebook

• We can create a Facebook page for the campaign and help share the awareness through social media.

• Invite people to join our campaign through Facebook

• Share our latest happenings on our Facebook page.

• Ask people to like our page and share about us.

• Get a trend going, where we encourage supporters to change their profile picture that involves something pink to help create awareness for breast cancer.

• Share short stories of breast cancer survivors and how they won the battle.

Tumblr

• A blog could be made for our campaign to explain our purpose and tell the world what we are doing.

• Elaboration could be done for the audience to understand more on our project.

• Share short blogs on the stories of past breast cancer survivors and how they overcame and won their battle.

​​Instagram

• Post pictures of our campaign

• Use hashtags to promote our campaign such as #Pinktober #GoPink

• Invite others to post pictures showing their support and to spread awareness of the campaign and for breast cancer.

YouTube

• We can upload videos promoting breast cancer awareness with Estee Lauder products

• Film our activities for Pinktober

• Make commercials for Estee Lauder’s Pinktober sales.

• Make videos that involve social experiments that help spread awareness of breast cancer.

Twitter

• We can tweet more updates here

• Retweet other tweets that has to do with fighting breast cancer.

• Use hashtags to promote the campaign and also to create awareness for breast cancer.

The Grand Plan

• We can broadcast it globally through radio or television.

• We can make make a short play in public to send a message to enlighten people about what our campaign is.

• We can pay celebrities to advertise our campaign.

• Conduct talks or workshops in schools on breast cancer awareness.

• Advertise our campaign on famous drink products such as Coke, Nestle, F&N.

• Conduct social experiments in public to spread awareness of the campaign and for breast cancer.

Evaluation:

Probability rate of campaign success:

• The outcomes that we are expecting is more than 65% people are pledging to donate for the fund of breast cancer research.

• The marathon will have at least a 80% chance of achieving its benchmark of 500 participants.

Benchmark:

• We are aiming for a total of 10 000 people to join our awareness campaign.

• At least 500 are expected to join the 5KM Pink Ribbon Run.

• We are also aiming for at least 5 000 likes on Facebook and 10 000 views on our YouTube video.

• At least 500 photos on Instagram that use the #Pinktober and #GoPink hashtags.

Results:

• The increase or decrease in revenues after this campaign

• Pass evaluation forms among the group of females between 25 to 45. The evaluation should also include how people respond about the campaign. Collect the data from the evaluation forms and make a conclusion to see the percentage of success of the campaign.

• We should also have the record of females buying the exclusive line up of cosmetics in conjunction to support the campaign and willing to donate 20% of the sales to fund cancer research.

• Use the SMART model in this campaign.

• The SMART model concept needs the users to evaluate their campaign not only at the end but from the beginning.

• SMART is the acronyms for Specific objectives, Measurable objectives, Achievable objectives, Relevant objectives and Time bound.

• Each component will help us to have a key component in the campaign and will have an effective evaluation for the campaign.

Writers:

Charlotte, Matthias, Natalia, Kok Sern, Darshni, Farah

Editor:

Sarah

Sources:

Images:

http://lipsticklifestyle.com/wp-content/uploads/The-Est%C3%A9e-Lauder-Companies%E2%80%99-Breast-Cancer-Awareness-BCA-Campaign.jpg

https://plusbeautykatie27.wordpress.com/tag/perversion/