01 Task
On the occasion of the international #BreastCancerAwarenessMonth, TikTok wanted to focus on breast cancer, which is the most common cancer among Danish women.
Pink October is an international campaign that takes place every October to raise awareness of breast cancer. The initiative encourages early screening, which is crucial to improve the chances of a cure. Breast cancer is the most common cancer among women in Denmark and the likelihood of a woman being affected by the disease in her lifetime is therefore high.
TikTok wanted to use its platform to create informative and engaging content that focused specifically on the message of early diagnosis.
02 Solution
On behalf of TikTok, we partnered with Support the Breast to ensure credible and relevant information about breast cancer and strengthen the campaign's message through the expertise and strong position of the Support the Breast organization.
We designed a campaign page in the TikTok app that went live on Pink Saturday. On the day, all Danish users received a notification in the app directing them to the campaign page. Here they could access official facts about breast cancer and informative videos from Støt Brysterne.
To ensure an authentic and present communication of the campaign messages, we reached out to influential Danish creators, including Mie Isaksen and Simone Lykke. Thanks to their strong network and voice among the desired target audience, the conversation about breast cancer unfolded and the importance of regular breast exams was emphasized and encouraged to almost one and a half million Danish users.
To draw further attention to the campaign in the Danish market, we organized a press campaign that resulted in mentions in relevant media.
