Summary


Black women in America are 40 percent more likely to die from breast cancer than white women. In communities across the U.S., black women are more likely to be diagnosed younger, at later stages and with more aggressive forms of the disease.

Our research illuminated our audience’s life philosophy and approach to health, allowing us to tap into the framework from which she operates her whole life.

Know Your Girls encourages her to take charge of her breast health by treating her breasts with the same love, understanding and attentiveness that she gives the women closest to her.

In less than a year, half of our audience is aware of the campaign and, most importantly, we have seen significant increases in key attitudinal and behavioral measures.

Consumer insight

She approaches every area of her life with confidence and competence. But when it comes to breast cancer, she loses her assuredness.

Marketing challenge