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Breast Cancer Knows No Gender
Male breast cancer represents about 1% of all breast cancers diagnosed in the United States.
The average lifetime risk of male breast cancer is about 1 in 726.
Regular breast cancer monitoring, such as mammograms and self-exams, helps in early detection, increasing the success rate of treatment.
“I’m never gonna get breast cancer, There’s less than a 1% chance!
... and it’s not manly...”
“I don’t want to lose any of my family members to breast cancer.”
Insight:
Women are often the gatekeepers of health for the men they love, and by empowering them with knowledge about men's breast cancer, we can encourage early detection and life-saving actions.
Strategy:
Target the women in the family so they can have their male family members diagnosed early on by creating a welcoming environment where anyone can learn what breast cancer feels like.
Target Audiences
Campaign ideas: Squish to Save
“Squish to Save” Interactive Experience
A pop up store where you can find a squishy with a lump in there and a squishy without. People can go and feel the differences between breast cancer and no breast cancer. The store then sells the squishy as well with instructions on how to do a self-exam at home.
“Squish to Save" Virtual Challenge
Create a virtual squishy that users can "squeeze" by dragging their mouse or tapping on their screen. The squishy would be an animated 3D model with a hidden lump in some of them, allowing users to feel and detect the difference between "normal" and "lumpy" squishies, similar to the physical pop-up store experience.
Post-visit Engagement
Take-Home Self-Exam Kit:
A squishy with clear instructions on how to perform a self-exam
A guidebook with tips on how to stay aware and how to talk to family members about breast cancer
A discount voucher for an annual check-up or a mammogram with partner clinics/hospitals.
Follow-Up Emails:
Success stories from survivors
Health tips and recipes for lowering cancer risks
Updates on how much the pop-up has raised for breast cancer research.
References
https://www.cdc.gov/breast-cancer/about/men.html#cdc_health_safety_special_topic_types-risk-factors
https://www.cancercenter.com/community/blog/2022/10/whats-the-difference-female-male-breast-cancer