THE PINK RIBBON AWARENESS
Breast Cancer Foundation (BCF) in Singapore is dedicated to promoting breast cancer awareness and early detection, with the mission of reducing the impact of breast cancer on individuals and families. As the organization seeks to evolve and expand its reach, it recognizes the need to revamp its branding identity and communication strategies. This project aims to develop a single brand identity for BCF, understand its current gaps, and propose a new branding proposition that aligns with its mission and vision.
Over the course of 13 weeks, SMU-X students came up with findings which led to a brand audit and brand refresh of the Breast Cancer Foundation. One of the SMU-X student groups suggested a competition to artfully design and decorate bras and bralettes and display them as an exhibition to raise awareness of breast cancer. This idea was finally brought to fruition in 2022, where the President of Singapore, Mdm President Halimah was the Guest-of-Honour.
As marketing students, the project was a resounding success, as they applied their expertise to tackle crucial challenges in breast cancer awareness. Collaborating closely with Breast Cancer Foundation (BCF) and healthcare professionals, they embarked on a transformative journey to achieve three pivotal objectives that would make a significant impact on the organization and the community.
Objective A: Reimagining the Brand Identity
Their first mission was to create a compelling and cohesive brand identity for BCF. They conducted thorough market research and engaged in meaningful conversations with stakeholders to understand their aspirations and expectations.
With a marketing-driven approach, they managed crafted a fresh and authentic brand proposition that aligned perfectly with BCF's values and mission. This revitalized identity aimed to foster stronger emotional connections with supporters and donors, creating a compelling and memorable image for the organization. As a result, BCF's position in the breast cancer awareness landscape strengthened, and public perception of the organization saw a significant boost.
Objective B: Targeted Outreach and Communications
Armed with their reimagined brand identity, their next challenge was to enhance outreach and communication efforts among diverse target groups. In Singapore, breast cancer awareness is of utmost importance, with thousands of women diagnosed annually, leading to substantial fatalities.
To tackle this, they developed a strategic marketing communication plan, carefully tailoring messages to resonate effectively with different audiences. Leveraging various marketing channels, including social media, events, and educational campaigns, they embarked on a mission to increase awareness and engagement.
Objective C: Driving Action for Early Breast Cancer Detection
The core of their project revolved around inspiring action for early breast cancer detection. Saving lives through early detection was the heart of BCF's mission, and as marketing students, they were committed to making a meaningful impact.
Through their marketing prowess, they proposed effective measurements and Key Performance Indicators (KPIs) to evaluate the success of our outreach efforts.
The Resounding Success:
One of the SMU-X student groups suggested a unique and creative way to raise awareness of breast cancer—a competition to artfully design and decorate bras and bralettes, displayed as an exhibition. The idea garnered immense support, and in 2022, it was finally brought to fruition. The exhibition featured the intricately crafted bras and bralettes, drawing attention to the cause in an artful and inspiring manner.
The culmination of their successful project was marked by a grand event, with the distinguished presence of the President of Singapore, Mdm President Halimah, who graced the occasion as the Guest-of-Honour. This event showcased the immense impact of our marketing initiatives, as the community came together to support the cause and celebrate the power of awareness and early detection in the fight against breast cancer.
More details can be accessed here:
https://www.bcf.org.sg/learn-more/brartcommunityproject/
https://www.bcf.org.sg/breastcancerawarenessmonth2022/brart/
“Breast cancer continues to be one of the top silent killers and top causes of mortality in women and an increasingly number of younger women are diagnosed with breast cancer at increasingly younger ages. The 2022 exhibition has created positivity about the prognosis of breast cancer diagnosis and de-mystified breast cancer screening processes.” - Representative from the Singapore Breast Cancer Foundation (BCF)