Philips India: Husbands' initiated movement against breast cancer

This case study describes how Philips India, a technology company, launched a campaign to encourage early detection of breast cancer in Indian women, resulting in twice the expected uptake.

Philips India: Husbands' initiated movement against breast cancer

Campaign details

Agency: OOW Client: Philips India LimitedCategory: Pharmaceutical / Healthcare

Executive summary

Philips India, a technology company, launched a campaign to encourage early detection of breast cancer in Indian women, resulting in twice the expected uptake. Breast cancer is the second most common form of cancer among Indian women and chances of survival are greatly improved with early detection. To make a real difference to outcomes Philips challenged itself to stand out from other brands promoting breast cancer awareness by encouraging behavioural change towards self-examination in...

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