A small presentation on the steps to be followed to advertise a small upcoming NGO on breast cancer awareness.

1. PINK RIBBON CAMPAIGN
Fight against Breast Cancer
By:
Piyush Kukreja
Prateek Sikka
Prateek Tayal
Prerna Sharma
Pritpal Singh

2. BREAST CANCER
 Originates from breast tissue.
 Either from the inner lining of milk ducts or the
lobules.
 Majority of human cases occur in women, male
breast cancer can also occur.

3.  New lump or mass in the breast
 A lump - painless, hard, uneven edges, more likely to be cancer. But
sometimes cancers can be tender, soft, and rounded. So it's
important to have anything unusual checked by your doctor
 Swelling of all or part of the breast.
 Skin irritation or dimpling.
 Breast pain.
 A lump in the underarm area.

4. DIAGNOSIS
 Easily diagnosed by microscopic analysis of the
biopsy.
 Screening techniques are useful in determining the
possibility of cancer.
 Further testing is necessary to confirm whether a
lump detected on screening is cancer.
 Additional tests performed in special circumstances
are sufficient to warrant to excisional biopsy as the
definitive diagnostic and curative method.

5. PREVENTION
 Early diagnosis
 Screening tests: clinical and self breast exams,
mammography, genetic screening, ultrasound, and
magnetic resonance imaging.
 The World Cancer Research Fund indicated that
women can reduce their risk of breast cancer by
maintaining a healthy weight, drinking less alcohol,
being physically active and breastfeeding their
children.

6.  Worldwide cancer cases = 12.7 million
 Number of deaths due to cancer = 7.6 million
 Number of breast cancer cases = 23% of 12.7 million
 Number of deaths due to breast cancer = 14% of 7.6 million
 Lifetime risk of breast cancer:
 Age 20-29: 1 in 2,000
 Age 30-39: 1 in 229
 Age 40-49: 1 in 68
 Age 50-59: 1 in 37
 Age 60-69: 1 in 26

8.  Breast cancer is the most common cancer in most cities in India
 It is the 2nd most common in rural areas
 X-axis = Age Group, Y-axis = Percentage of cases

9. COST OF CANCER TREATMENT IN INDIA
MEDICAL TREATMENT PROCEDURE COST (INR)
Lumpectomy 180000
Total Mastectomy 420000
Radical Mastectomy 360000

10. THE CAMPAIGN
Communication Idea: Prevent Breast Cancer
through Regular Check-ups.
Target Group: Mumbai
Target market: Middle class educated working
women
Duration of the Campaign: 1 month

11. MANPOWER REQUIRED
 15 full time dedicatees
 40 interns (preferably girls) hired from different
colleges of mumbai
The process:
 10 teams will be created of 4 interns each along with 1
mentor
 Remaining 5 people will be handling different
departments like finance, logistics arrangements,
corporate relations (in the form of associations with
hospitals, housing societies and malls etc.), social
media etc.
 Any volunteer generated because of the awareness
created will be also be included to have their
contributions.

12. MAJOR WAYS OF COMMUNICATION
 Personal selling
 Word of mouth
 Social media
 Radio
 Public relations
 Print ads
 Corporate tie ups

13. PERSONAL SELLING
 Personal selling is the form of selling of an idea.
 Various ways in which this aspect will be covered
are:
 Awareness through kiosks in hospitals, housing
societies and malls.
 Street plays in the housing societies.

14. WORD OF MOUTH
 The interns hired will be a big source of this form of
marketing.
 A majority of the word of mouth will spread directly to
our target market.
 Street Plays performed in the housing societies.
 The awareness efforts given on the kiosks will also
immensely help to develop word of mouth.
Moreover the pamphlets with QR codes given, if
carried to their homes will also play a part in this
form of communication.

15. SOCIAL MEDIA
 Facebook
 Twitter
 Webpage

16. FACEBOOK
 An FB page created.
 Interactive page with information about the
campaign and importance of the awareness about
this cause.
 Links for symptoms, preventions, best hospitals in
Mumbai
 Regularly updates print ads.

17. FACEBOOK- THE PROCESS
 A page created, DISHA: A fight against breast cancer.
Campaign: www.dishapinkribboncampaign.com
 Content coming through interns. Approved by the social
media head and then posted on the wall of the page.
 All the interns share the updates from the page, on their
walls.
 These interns share the updates on their friends’ walls as
well.
 Interns hired are girls from professional colleges: best
representation of the target market.

18. Twitter
Celebrities, survivors
Volunteers
Link of webpage
Events
Radio jockeys
Promote tweets, trends
link Facebook page

19. www.dishapinkribboncampaign.com
Breast Cancer statistics
Symptoms
Treatment
Early detection stage
Diagnosis
Survival stories
Celebrities and their support
Facebook page link
Chat Function
Customer Care
Section for making donations

20. RADIO
Core Communication Idea
Prevention is better than cure. A fight against breast cancer.
To know more please visit
www.dishapinkribboncampaign.com
Mumbai: 98.3 FM, 93.5 FM
Sat-Sun, 10-12 am, 4 ads, 10 seconds per ad - 40 sec
6-9 pm, 5 ads, 10 seconds per ad - 50 sec
90 seconds per week on 1
channel
180 seconds per week on 2
channels
Popular Radio Jockeys to promote about Pink Ribbon
campaign in their shows
Talk about www.dishapinkribboncampaign.com

21. PRINT
Different languages – English, Marathi, Hindi and
Gujarati
Times of India, Loksatta, Dainik Bhaskar and Chitralekha
10 by 10cm ads
Appear twice a month
Grihshobha and Meri Saheli - full page ads in Hindi

22. PUBLIC RELATIONS
Social Cause Event on Breast cancer day
Race for the Pink Ribbon Campaign,
Meditation Sessions
4th Monday in the month of October
Winners – discounts, t-shirts, caps
Participants – Pink Ribbon Badges
Media and Press Coverage

23. CORPORATE TIE UPS
Publicity through Facebook page, twitter,
web page, pamphlets
Tie ups with hospitals

24. MARKETING BUDGET
Particulars Amount (in Rs.)
Salary to full time employees (15x8000) 120000
Salary to Interns (40x2000) 80000
Cost of Kiosk (80x1500) 120000
Cost of Flex (80x400) 32000
Cost of Pamphlets (24000x3) 72000
Advertisement on Radio Channel 1 252000
Advertisement on Radio Channel 2 252000
Ribbon Badges (30000x0.75) 22500
Transportation Charges 25000
Refreshment Charges 25000
Miscellaneous Expenses 20000
T-Shirt (100x300) 30000
PR Event Expenses 300000
Advertisement in Newspaper 640000
Advertisement in Magazines 50000
Total 2,040,500