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Outdoor
SPAR & EUROSPAR: Breast Before Dates
There's a date to eat your food by. And now there's a date to check your boobs by.
Research shows 86% of Irish shoppers regularly check food product dates, with this behaviour more common among women and those aged 45–54. Meanwhile, only 35% of women are self-checking regularly for breast cancer. 1 in 7 Irish women will develop breast cancer in their lifetime and the best way to catch it is through regular self-checks. Breast Before Dates is an initiative that uses the behaviour of checking Best Before dates to direct people to check something far more important. Limited edition breast-shaped labels have been designed to get people to check their breasts every month. The eye-catching labels are intentionally placed next to the Best Before date on food and drink packaging. Shoppers are encouraged to simply scan the QR code on the label, add their Breast Before date to their mobile calendar and every month they’ll be reminded to self-check. The campaign is being fronted by Podcaster and breast cancer survivor Georgie Crawford. On the microsite, there is an informative video, educating viewers on the symptoms of breast cancer. Viewers are also encouraged to chat to their GP if they notice anything unusual.
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