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One In Nine: Don't listen to us
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One in Nine is a nonprofit organization which strives to raise public awareness of breast cancer and advance breast health in Israel.
This year, during breast cancer awareness month, One in Nine launched a different campaign. We have realized that no matter how much we try to motivate women to get tested - they will prefer listening to a woman who are close to them, a friend, an acquaints or a family member, That's how the pink WhatsApp groups campaign was born. The campaign called active women to convince their closest ones – generate a peer to peer connection using the most approachable and intimate media channel – women's WhatsApp group. The campaign headline declared "Don't listen to us" - and encourages women to do something deferent instead, changing the name of any of their WhatsApp groups to "The Pink Group" and transforming it to a platform of conversation about breast cancer. An intimate discussion in which women could get reliable and useful information, creating awareness and motivating for breast testing among general public.
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Mccann Erickson, Tel Aviv |
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