One in 26 women in South Africa will develop breast cancer in their lifetime, and Reach for Recovery provides a volunteer-based support service throughout this journey. Euphoria Telecom has partnered with the organisation for the past four years. R4R is the country’s oldest breast cancer charity and as the service is volunteer-based funding is key.
For the past two years, Euphoria has assisted with memorable messaging through the Remember to Think Pink campaign. This concept was developed by Euphoria’s own in-house marketing department as part of the company’s unique, idea-centric approach to CSI.
The campaign leverages simple, bright pink sticky notes placed in high-visibility areas, reminding women to prioritise their breast health and get checked regularly. This approach is designed to fit into the busy lives of women balancing work, family, and other commitments, providing an easy-to-spot visual reminder of the importance of breast exams.
“It’s such a simple but effective visual device,” says Lauren Pybus, National Marketing Manager and Creative Director for Euphoria. “Our brand is built on proactive communication. Simply put, we want women across South Africa to remember to ‘make the smart call’ and schedule their annual breast exam.”
Ahead of Breast Cancer Awareness month, Euphoria has once again provided resources and funding to roll out the Remember to Think Pink campaign in multiple languages including Xhosa and Zulu.
“Amplifying breast cancer support information in unreached areas was important to us”, says Pybus. “Translating our awareness messaging into vernacular languages became a huge part of this campaign as access to breast health resources is lower in township and rural areas”.
You can watch this short video about the vibrant project here.
