A lump in the breast discovered in an early stage can help cancer be discovered in time. Romania, 2008. Most women were not check their breasts on a regular basis. And 98% of them still owned a traditional key phone. We used this fact to deliver a surprising breast cancer awareness message.
We prompted women to discover one lump they haven’t ever noticed: the small lump on the 5 key of their phone.
We sent an SMS to all the women in the AVON database, asking them to discover the lump on the key, and advise them to check for other lumps that can be there without them knowing: the ones in their breasts.
Through a simple "Yes" reply, they helped us prove that the message has reached 80% of the AVON database.
We also ran a TV ad with the same message, having women discover the lump on the 5 key of the TV remote.