Not Just About Pink

Each October storefronts, shelves and social feeds are soaked in one color. It was our challenge to stand out with a message and image that caused women to make their health a priority.

Background

OU Medicine came to the agency with a challenge to position Stephenson Cancer Center as the premier cancer hospital in the region and to increase the volume of breast screenings for Breast Health Network.

Discovery

As a team, we convened to discuss possible creative avenues and strategies. Through secondary research, I learned the top reasons why women don’t get their annual mammogram – lack of knowledge, level of pain, fear of diagnosis and loss of control over health. This information drove the concept, imagery, messaging and tone of the Not Just About Pink campaign.

Solution

With this foundation, I came to the creative team with a concept that centered around a message of empowerment through stories of women supporting women around breast health. The campaign was designed to tell the real stories of women who have survived breast cancer and those who need to be screened. The campaign bucked the traditional, pink-saturated landscape each October. It got straight to the point: your breast health is not a pink issue – it’s black and white.

"Being a survivor means you take what life hands you and you keep moving."

— Jenny
"If you know about it, you can fight it, you can survive.""

— Cecilia
"Twenty-eight year olds don't need to get mammograms, or so everyone thinks."

— Ashley

Launch

The message was delivered through social media, digital, television, sponsorships and print advertising. After the first quarter of the campaign, Breast Health Network increased its patient volume by 22 percent compared to the previous year. Based on this success, the campaign was extended through the development of additional creative assets and continues to produce positive outcomes for OU Medicine and its entities.