While noting the enormous potential of younger women in terms of consumption, their distinctive lifestyles, and consumption styles, our team also noted their contemporary dilemma. With a particular focus on women’s stressful lives and the trend of breast cancer becoming more prevalent at a younger age, we planned a one-month social campaign with an explicit theme of Pink October as Breast Cancer Awareness Month.
We aimed to implement the brand’s idea and reflect its sense of social responsibility by promoting the brand’s commercial message and commercial products on different social media platforms, while also incorporating a public benefit to become a navigator of the related topic, with a more nuanced female perspective on women’s health dilemmas, offering younger women more information on breast cancer prevention and treatment. Through this Social Campaign, we highlighted the course theme of Love and Connection on Social, in which we wish to build greater friendships and intimacy with our target group through interaction and communication on social platforms based on user stickiness (Sujon, 2021), share the brand’s philosophy of community and free from constraints, as well as delivering inspiring stories, encourage mutual support, and raise awareness of breast cancer health.