Bright Pink
Case Study - Bright Pink
Bright Pink is a non-profit organization that exists to enlighten and empower young women to take control of their breast and ovarian health by providing education, support and a sense of community for a better, brighter future.
Challenge
The organization was looking to communicate with women in a personal and engaging way to encourage them to do be breast self-aware and spend time each month getting to know the normal look and feel of their breasts so to notice any changes should they arise. .
Solution
Bright Pink developed the Underwire Alerts campaign to reach women and remind them to be breast self-aware and proactive with their breast and ovarian health. Through their partnership with Vibes, Bright Pink set up a program allowing participants to subscribe to Underwire alerts via SMS or Bright Pink’s website and receive a mobile alert message the first Wednesday of every month. The Underwire Alerts program is also promoted at all major Bright Pink fundraisers and is included in a variety of public relations promotions leading up to each event (ex B96 in advance of VIPink last fall). Bright Pink has even enlisted celebrities such as Giuliana Rancic and local radio personalities to drive participation by telling women on air to get their phones out and text!
Results
The Underwire Alerts campaign has generated over 1,000 mobile participants since its launch in 2009. The program is seen as a great success by Bright Pink for helping to jumpstart the non-profit’s social media and mobile marketing presence and get women nationwide to re-commit to being breast self-aware.