Campaign details
Brand: DoveLead Agency: Mindshare SwedenRegion: EMEA
Strategy
Objective
In Sweden, breast cancer is the most common cancer diagnosis among women. Whilst most young women are aware of the risk of breast cancer, they don't know how to perform a self-check. Many just wait until they are over 40 and get called for hospital-based mammograms.
Most other brands' October Breast Cancer Awareness campaigns are just sales promotion campaigns dressed up as CSR. Few brands or partners directly tackle the behavioural issue at the root of the problem: to get more young women to start...