Breast Cancer is not a topic that is discussed openly in our society and many women are hesitant to get themselves checked. Unfortunately, late detection causes lakhs of them to lose their lives every year.
Clayground took up this issue on World Breast Cancer Awareness Month in October 2014. The idea was to take away the embarrassment that surrounds the topic of breast cancer and bring it into the public discourse. Targeting the millennials, the agents of change, we started the #letstalkpink campaign, which had a mix of on-ground and online activities over three weeks. We designed button buddies with messages that spoke their language and distributed these free at malls, city centres, colleges etc. The youngsters happily wore them, took selfies and posted them on Facebook with #letstalkpink.
The hashtag too saw a lot of activity and we even had some people from the Indian film industry tweet about our campaign. We hope that we were able to make a difference, no matter how small, in getting people to address this issue.
Next project