CHICAGO: Wrigley's Orbit gum brand and nonprofit Bright Pink are conducting an awareness campaign to encourage women to protect themselves against breast cancer.
The goal of the two organizations, in their fourth year as Breast Cancer Awareness Month partners, is to connect with young women through social media.
“Twitter and Facebook are really important avenues, because that's where our demographic is living and that's where she's consuming her information,” said Lindsay Avner, founder of Bright Pink.
She explained that the organizations want to use the “Pledge to Protect Your Chest" app to convert “awareness to action.”
Orbit and Bright Pink want women to not only be aware of breast cancer, but know how to change their behaviors to prevent the disease or detect it early. The campaign is asking women who take the pledge to be proactive and adopt healthy lifestyle habits or talk to family members about breast cancer.
Fans of the brands can also view breast cancer “myth-busting videos” on Facebook or YouTube, in addition to using the app on both organizations' Facebook pages, said Avner.
Bright Pink and Orbit are working with Olson PR, the gum brand's AOR for six years, to raise media and consumer awareness.
“We really like to look at this as an integrated campaign that is driven by PR,” said Jennifer Jackson-Luth, senior manager of marketing communications at Wrigley.
Orbit and Olson are both using social media outreach for the campaign, connecting with health, fitness, fashion, and entertainment bloggers and distributing information via Facebook and Twitter.
However, both are also using traditional efforts, as well. Orbit is contacting various lifestyle outlets, such as InStyle and US Weekly, national newspapers, and entertainment TV channels.
The agency is also helping Bright Pink get celebrities, such as comedian Chelsea Handler, involved in the campaign.
Each year, Orbit donates 10% of its Orbit White Bubblemint sales, up to $75,000, to Bright Pink, this year including its Orbit Bubblemint brand in the donation process. The company is also making Orbit gum packages marked with pink breast cancer awareness ribbons.
“Orbit and Orbit White are all about being proactive about having that beautiful smile and Bright Pink is all about being proactive to protect your breast health, so it's been a really great alignment,” said Avner.