Breast Cancer Awareness Campaigns in 2013

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Written by Victoria Louise Crump-Haill – Digital Strategist / Account Director

Every October the hue of baby pink is seen across the world on billboards, posters and products promoting Breast Cancer Awareness Month. This international health campaign is organised by major breast cancer charities to increase awareness and help raise funds for research, prevention, diagnosis and a cure for breast cancer. The campagin also supports people who have been affected directly and indirectly by breast cancer.

We have put together some great examples below of how digital is being used to enhance breast cancer awareness campaigns.



Estée Lauder’s 2013 campaign is themed ‘Let’s Defeat Breast Cancer. We’re Stronger Together.’ The website encourages people to create circles of strength with photos of people who are helping them with their fight against cancer. They are also encouraging tagging posts on Instagram and Twitter with #BCAstrength.

Estée Lauder has proved that every bit counts. Their campaign that began over 20 years ago where they donate money from beauty products towards the cause has raised more than £21million globally for education and medical research. Now that’s impressive!


The Breast Cancer Site was founded in October 2000 to help fund free mammograms for people living in America who would usually have to pay. These free mammograms have helped women in need that wouldn’t normally be able to have one. The site has established itself as a leader in online activism and in the fight to prevent breast cancer deaths. The Facebook page has 3,958,816 likes and is an online forum for those who are battling and beating breast cancer, and the survivors who share stories and advice. Throughout the month of October there is a lot of engagement on the website and across their social media channels.


The Pink Ribbon has long been a sign of Breast Cancer Awareness Month around the world. The charity behind this provides information, guidance and support for people who have been affected directly or indirectly by breast cancer. Every October, thousands of products are adorned with pink ribbons with a promise of a portion of the total cost to be donated to support the awareness and research. Pink Ribbon also spread their message around the world with iconic buildings and sites lighting up pink throughout the month of October. Over the years these have included the Sydney Opera House, Tokyo Tower, The White House, The Damsquare in Amsterdam, even Niagara Falls have all been highlighted pink.




The Breast Cancer Campaign was established in 1988 and is a community of scientists, supporters and people affected by breast cancer that funds research projects in the UK and Ireland. Researching the cure for breast cancer is the campaigns mission. Last year over £2.1 million was raised to fund breast cancer research from the Wear it Pink day. This day was initiated over ten years ago and encourages people to wear pink to join forces and help raise as much as possible to fund research that saves lives. This year’s Wear it Pink day is happening on the 25th October 2013. Wear it Pink surpised Primark shoppers by appearing in pink onesies and doing a flash mob in the store.

Every year there are new campaigns and initiatives to encourage spreading the Breast Cancer Awareness messages around the globe. One video ‘Pink Glove Dance’ that went viral and made national news was made in 2009 by employees of the Providence St. Vincent Medical Center in Portland, Oregon. This video is still relevant today with its mission to raise breast cancer awareness because it’s uplifting and feel good. The video currently has 13,836,753 hits on YouTube. The original singer Jay Sean handed out pink gloves at his concert for his performance of his song featured in the video, which continued to spread the message of Breast Cancer Awareness around the globe.

These are some breast cancer awareness month campaign examples that we love. What are you planning to do this year? Let us know in the comments below.

By Rebecca Angove

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