“Pester power” has long been used by major brands like Mc Donald’s who have traditionally targeted children to win the whole family. And that is exactly why “Protect your Mom Campaign targets students to sell breast cancer awareness.
500000 lives are lost to breast cancer every year. Statistically one out of 8 ladies are at risk. Early detection could increase the survival rates to 95%. Mothers are usually too busy to check for lumps and early signs even if they are aware of the symptoms. Most of them ignore it till cancer spreads and becomes fatal. So the campaign took an unusual route- through children Protect your mom campaign was started to make the students pester their moms to check for lumps and early signs of breast cancer. The campaign targets students for three reasons.
- They grow up to be more informed adults
- Mothers are unlikely to screen out kids unlike doctors and official sources.
- Students can be reached through social media at zero cost.
A number of schools and colleges have been organizing unusual events to create awareness about “self exams” instead of just going pink in October. Their social media pages and site www.protectyourmom.asia also has a collection of dances, songs and skits and stories of actual survivors to drive home the importance of early detection in a more interesting manner.
Every event is held in schools and colleges educating an entire school at zero cost! The campaign was founded by Premi Mathew and has won national and international recognition in addition to being published in an international Marketing Journal. But the biggest achievement is that they have three actual stories of ladies who are alive just because their children pestered them. Thanks to the campaign So be the next to “Protect your mom”
Written by
Ms Premi Mathew (Founder – Protect your Mom)
About Author
Premi Mathew is an MBA with over 15 years of experience as a Marketing Faculty in Dubai and India. She has been honored as one of the top 100 women achievers in India and was invited by the president of India , 2016.
