What is breast cancer awareness month?

I’m glad you asked! Known in the United States, Breast Cancer Awareness Month (BCAM) is an annual international health campaign organized by major breast cancer charities every October to raise awareness about the disease and support research into the disease’s causes, prevention, diagnosis, treatment, and cure.

This organization was founded in 1985 by the American Cancer Society in partnership with Imperial Chemical Industries (now owned by AstraZeneca, which produces several anti-breast cancer drugs). Since its founding, the NBCAM has advocated mammography as the most effective tool against breast cancer.

Now that we know a bit about Breast Cancer Awareness Month, let’s explore this viral meme that swept social media in 2014.

Why did this campaign go viral?

According to Koehler, women posted status updates corresponding to their bra color (E. Koehler, 2020). The purpose was to keep the status updates cryptic so men wouldn’t understand them and women would be intrigued. Thousands of women shared their bra colors and tagged their friends on social media, and the meme quickly spread.

The campaign was straightforward and easy to take part in. The only thing a person had to do was post a color, and they were included in the campaign. You felt like you were supporting a cause and doing something to raise awareness of breast cancer. Lastly, the campaign was inclusive. Regardless of age, gender, or social status, anyone could participate.

As an example, back in 2012 everyone on social media wore hoodies to honor Trayvon Martin. In the Martin case, it was a call for justice.

Was the campaign a success?

Although the Facebook breast cancer awareness meme was successful, it failed to mobilize users. During the campaign, a call to action could have been included, encouraging people to donate to breast cancer charities or attend breast cancer screenings. To educate people and encourage them to take action, the campaign should have included more information about breast cancer, such as statistics and facts.

References

E.Koehler. (2020, October 14). Case study: The facebook breast cancer meme. EK Marketing Blog. Retrieved February 26, 2023, from https://ekmarketingblog.com/2020/10/09/case-study-the-facebook-breast-cancer-meme/ 

Weeks, L. (2012, March 24). Tragedy gives the hoodie a whole new meaning. NPR. Retrieved February 26, 2023, from https://www.npr.org/2012/03/24/149245834/tragedy-gives-the-hoodie-a-whole-new-meaning 

Wikimedia Foundation. (2023, January 7). Breast Cancer Awareness month. Wikipedia. Retrieved February 26, 2023, from https://en.m.wikipedia.org/wiki/Breast_Cancer_Awareness_Month