Regular breast self-checks are encouraged by HCPs but less than 3% of women know the basic steps to perform it. In collaboration with FOCP (Friends of cancer patients), and on the occasion of Pink October, we set to (1) encourage monthly self-checks and (2) raise awareness of the steps for it.

Dance videos are uploaded on social media platforms like Tik Tok and Instagram stories by the millions every day. 94% of these dance videos are uploaded by women.

With that in mind, we recreated one of the most memorable choreographies in the world - the 70’s anthem YMCA and its 4 easy to follow steps, an unforgettable guide to help women to perform their mammary self-check.

The campaign started with an influencer strategy - focused on women with high reach on TikTok and Instagram and known for their content around dance/music.

Their content created a ripple effect of earned media and engagement, reaching millions, raising awareness of the need for self-check and the steps for it.

In early October, special direct mail was sent to key influencers (with high reach on TikTok and Instagram, and known by their content around dance/music) with an invitation for them to participate in the initiative - a clear explanation of how the YMCA music and dance steps would connect to the self-check.

A few influencers, i.e. Logina Salah (+1.6 million followers) and Hadia Ghaleb (+2.2 Million Followers) posted their videos and kicked off the movement by inviting their followers to do the same.

1.9M Views

99% positive sentiment

20 regional influencers with a combined +7.7M followers joined the cause

Estimated Media Value: 500k USD

92x Return on Investment

Millions of women in the region can now spread the care with a dance that saves lives