When you think of mobile marketing, probably the last thing you consider is using it for breast cancer awareness. That, however, is precisely what Bright Pink, a nonprofit organization, has been doing. The organization launched a mobile campaign aimed at getting women to perform regular self-exams on a monthly basis — something all women should be doing, but most forget about.
Bright Pink isn't just sending a quick text saying "Time for your exam." The organization decided to inject a little humor into what could otherwise be a dull topic. The site states, "We want you to go to second base with yourself once a month."
If that isn't enough to get attention, the messages they send out include:
B.R.E.A.S.T — A life-saving acronym: Be Responsible Early And Squeeze Them! Early Detection/Prevention is the Best Protection. Text STOP 2quit.
Take care of your girls by speaking up if you notice any changes in their look and feel and they'll be your BFFs (Breast Friends Forever). Text STOP 2quit.
I don't know about anybody else. But when I think about protecting myself, I touch myself. Visit BeBrightPink.org 2 learn more. Text STOP 2quit.
Bright Pink is a national nonprofit offering support and aid to young women, particularly those at risk for breast and ovarian cancer. The organization provides education designed to help women discover cancer early enough for it to be treated quickly, and is built around helping women take control of their breast health.
The organization runs more than mobile messaging, though that is the most-publicized channel. It offers multiple ways to stay on top of breast health and support those already fighting cancer. The Little Bright Book series — easy-to-read illustrated booklets — helps doctors and other health-care professionals discuss breast cancer with patients in a way that is easy to process.
The website also has a section for cancer survivors to share their stories, plus extensive information on what to look for if you are at risk for breast cancer or ovarian cancer.
The Underwire Alerts campaign doesn't just draw attention to a cause — it builds a recurring base of women who get reminded to perform their monthly breast exam, and who are told they should also visit a doctor for a professional exam on a regular basis, even when young.
Mobile marketing may not be the first option most organizations consider when boosting publicity for their campaigns — but Bright Pink showed how the channel can be used with humor, frequency, and real public-health value.
Related coverage from Everything-PR's cancer PR cluster:
Cancer PR: The Communications Playbook — the EPR cancer PR reference hub
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
