Challenge
Breast cancer is the second most common cancer among Indian women. However, early detection can increase chances of cure in 80% cases.
Insight
Indian women devote all their time looking after their family and generally tend to neglect their own health.
The HIM Initiative
A CSR campaign by Philips on Breast Cancer Awareness made use of this key insight and therefore instead of focussing on women targeted the Husbands who could influence their wives.
A CSR campaign by Philips on Breast Cancer Awareness made use of this key insight and therefore instead of focussing on women targeted the Husbands who could influence their wives.
The HIM Initiative microsite was the hub of all the engagement. Focussed primarily towards married males, the microsite created awareness about breast cancer and prompted the husbands to share the breast cancer self-examination test with their wives. They could further share this initiative with all their married friends on Facebook and twitter. The campaign was largely promoted through a series of banners, e-mailers, social media and print, radio and TV ads that drove traffic to the microsite.
