Overview

The Nairobi Hospital has excelled in medical expertise and services provision and has deservedly earned recognition throughout East Africa and beyond as an advanced diagnostic, treatment and referral centre. Expansive investment in latest technology and medical equipment has enabled us establish leadership in medical procedures both in Kenya and outside.

PROJECT/ SERVICE:

  • Event,
  • Digital Marketing,
  • ATL,
  • Media
  • Buying

The Brief

Challenge Overview.

Alternative was tasked with the role of working on a campaign that creates awareness around the breast cancer month; October.

Objective : Create awareness of breast cancer and the importance of early screening through digital platforms.

Challenges

  • 01

    Run a digital campaign dubbed the Pink Promise.

  • 02

    Get the public to make a pledge that will see them create awareness about breast cancer.

  • 03

    Get the public to attend the Medical camp and the Pink Affair event.

  • 04

    Get the public to donate wigs for cancer patients.

Approach & Strategy

Nominations –  People were to be prompted to nominate their friends and family with call to action asking people to join #ThePinkPromise by going for breast cancer screening and attending our medical camps.

The online audience to take photos and videos holding the pledge “I made #ThePinkPromise” written on a piece of paper.

Men to be urged to take the pledge and join the pink promise for the women in their lives, encouraging them to go for screening.

Content Capture

Results of the Campaign

The overall event was well communicated, planned, executed and coordinated, which resulted in a generating more than 3,000 people to show up for breast cancer screening centres.

This compiles our hashtag performance since the start of #ThePinkPromise. We hit  a reach of 1.4 million and the impression level of 6.5million. This was brought by tweets sent out by 318 post and 148 users.

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