Digital campaign of the week: Breakthrough Breast Cancer

By Gemma O'Reilly, Third Sector Online, 7 October 2010

Breakthrough Breast Cancer

Breakthrough Breast Cancer

The charity has launched an iPhone application that encourages women to be more breast aware

What is it?

Singer Bernie Nolan and DJ Edith Bowman have teamed up with Breakthrough Breast Cancer to promote the launch of the charity’s free-to-download iBreastCheck iPhone app. The app is designed to increase the number of women who regularly check their breasts and to improve understanding of the signs and symptoms.

What does the app do?

iBreastcheckThe app, which can be downloaded from iTunes, features the charity’s "Touch Look Check" breast awareness message, and is supported by video and images to explain what women need to look for when checking themselves for anything unusual.

Anything else?

Users can take The Risk Report – an interactive quiz that enables women to enter details about themselves and assess their own risk of breast cancer, based on family history, lifestyle and environmental factors. With this information, a report will be generated advising women of which risk factors might be most relevant to them. It also includes an alert system that enables women to set personalised reminders to check their breasts.

How is the app being promoted?

Web chats have been set up, with Breakthrough experts talking about breast awareness. A designated Facebook page has been created. Celebrities and supporters are also being encouraged to retweet information about the app on Twitter.

What agencies were involved?

iBreastCheck was developed in partnership with web design agency Torchbox.  

What else is Breakthrough Breast Cancer doing?

The charity has also launched an integrated brand awareness campaign, created by Meteorite, to coincide with Breast Cancer Awareness month this month. As part of the campaign, Meteorite has created a microsite where visitors can find out how they can help the charity beat breast cancer.

Third Sector verdict:

iBreastCheck successfully taps into the current craze for iPhone apps and provides an accessible guide that will appeal to women and take the stress out of remembering to check their breasts. Teaming up with Bernie Nolan, the former singer for the Nolan Sisters who is currently being treated for the disease, reminds women how important it is to check themselves regularly. The webchats are an interesting way for women to talk about their health concerns and find out more about the app and information available to them.

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