“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