Do It For the Girls! - Procter & Gamble & The National Breast Cancer Foundation
To break free of the cliche´s and pitfalls of breast cancer awareness campaigns, Procter & Gamble and The National Breast Cancer Foundation created an action-oriented cause marketing program to motivate women of all ages to stop making excuses and start their early detection regimen. The goal was simple – to get as many women as possible to take action on September 20, conduct a breast self-exam and
take the first step in implementing an early detection program. The “Do It For the Girls!” Day of Action served as the focal point of all GIVE Hope traditional and social media efforts.
E! News anchor, Fashion Police co-host, and breast cancer survivor, Giuliana Rancic, was the face of the “Do It For the Girls!” Day of Action. Rancic was featured in series of social media videos to promote early detection and Day of Action activities.
The campaign showcased compelling early detection stories of real breast cancer survivors and P&G employees across all campaign touch points, including Facebook, video assets, GIVE Hope brandSAVER coupon booklet and local market media outreach.
In addition, key cause, mom and Hispanic bloggers were included in an exclusive blogger roundtable hosted by Rancic, P&G employee and breast cancer survivor Allison Maxwell and NBCF CEO and breast cancer survivor Janelle Hail.
The partnership offered custom digital tools developed with the NBCF to help women create an early detection program as well as tapped the word of mouth network, SheSpeaks, to promote early detection, share campaign assets with online influencers and execute “Do It For the Girls!” Twitter Party on September 20. SheSpeaks recruited cause-minded influencers to serve as ambassadors for campaign.
More than 3,500 women committed to conducting a breast-self exam using the “Create a Hand” app on Facebook, which also triggered a $1 per hand donation to NBCF. On Do It For the Girls Day! more than 3.3 million unique Twitter accounts used #GIVEHope within 5 hours and website traffic for the National Breast Cancer Foundation was six times higher than normal.
Additionally, more than $550,000 was raised through coupon redemptions in which more than 30 P&G brands participated and social media-driven donations. More than 10 major retailers featured the GIVE Hope program in-store, including Walmart, Target, Walgreens, Kroger and Costco.