Making Strides with Billboards: Promoting Breast Cancer Awareness
November 2, 2023
When we think about October, pink is one of the first things that comes to mind (besides Halloween of course). Throughout Breast Cancer Awareness Month, pink ribbons surface, serving as a symbol that brings the issue of breast cancer to the forefront. But Breast Cancer Awareness Month is more than just a pink ribbon — it’s an effort to raise awareness and reduce the stigma of breast cancer through education. It has become a significant initiative and brands are stepping up to align their messaging with this month-long event. When it comes to out of home, utilizing America’s most visible media network to educate, raise awareness, and align with the event seems like a no-brainer.
So, let’s get down to the harsh reality of this disease — What makes breast cancer fatal? Once the cancer has spread beyond the breast to other organs or parts of the body, this is considered stage IV, also known as metastatic breast cancer. There is no cure to this prognosis, but treatment is aimed at helping people live longer with their cancer. Most of the money raised towards breast cancer goes towards early detection and prevention, which doesn’t help those whose cancer already metastasized.
It all started with a direct message to METAvivor on Instagram asking if they were doing anything for National Metastatic Breast Cancer Day, taking place on October 13th. They sent me a quick response telling me about #LightUpMBC, a virtual event consisting of patient stories and celebrity guests, that shines a light on the importance of critical funding for research. I connected with the Campaign Director, Tami Eagle Bowling, who’s living with MBC. We hopped on a quick phone call and chatted about the campaign and how they had a billboard donated last year, but this year it’s under construction, leaving them without another option. At that moment, I quickly knew that I needed to help. I immediately brought up the idea to my coworkers and before you know it, I was told to give METAvivor the opportunity to showcase their message in the one and only Times Square.
Author: Grace Brasky, NY Marketing Coordinator @ OUTFRONT