Value-adds / As the campaign’s case study film points out, standard breast cancer awareness campaigns have had little impact in terms of encouraging self-examinations, and it’s not enough to reiterate how little time a check takes. By placing self-check instructions within the product photography on a lingerie website, K-Lynn reaches the target audience where they are already spending time, rather than trying to earn their attention elsewhere. But it’s not just a clever call to action – by adding a function that allows shoppers to book mammograms directly through the website, K-Lynn removes a barrier to action that prevents women from getting checked. This seamless experience created by a simple add-on is similar to a long-running campaign in South Korea, where a dairy company identified vulnerable residents by introducing a warning to its milk delivery scheme. By tapping into its existing delivery network and complementing, rather than disrupting, people’s existing behaviours, Maeil Dairies’ initiative was set up to succeed.
Fun facts / When it comes to medical advice, accuracy and accessibility is key. But that doesn’t mean it has to be boring. As this campaign shows, it’s possible to contextualise medical information – in this case, how to check for signs of breast cancer – in a way that brings it to life and makes it more relatable. While pondering colours, shapes and sizes, shoppers were also prompted to consider their breast health; when shopping for lingerie, breast cancer is likely not on consumers’ minds, and seeing it referenced in product shots of bras is confronting. By slotting the information into an ecommerce experience rather than using scare tactics, emotional messaging, or clinical terms or jargon, K-Lynn breaks with convention and stands out from the sea of breast cancer awareness messaging around this time (‘Pinktober’).
