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

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