A small report on how to advertise an NGO on breast cancer awareness.

1. Pink Ribbon
Campaign
Submitted To:
Prof. MM Fadnavis
Submitted By:
Piyush Kukreja
Prateek Sikka
Prateek Tayal
Prerna Sharma
Pritpal Singh

2. Pink Ribbon Campaign Page |1
INTRODUCTION
About the Disease
Breast cancer is a type of cancer originating from breast tissue, most commonly from the inner
lining of milk ducts or the lobules that supply the ducts with milk. Cancers originating from
ducts are known as ductal carcinomas, while those originating from lobules are known as lobular
carcinomas. Breast cancer occurs in humans and other mammals. While the overwhelming
majority of human cases occur in women, male breast cancer can also occur.
Project Objective: Encourage women to go for Breast Cancer Check-ups & take prevention.
Breast cancer is the commonest cancer in urban areas in India and accounts for about 25% to
33% of all cancers in women. If these percentages are converted into actual numbers, it is very
high. Combining this with the fact that over 50% breast cancer patients in India are present in
Stage 3 and Stage 4 will definitely impact the survival.
The above numbers give us enough indication about the urgent need to spread awareness about
breast cancer as well as screening for breast cancer, which will enable us to detect cancers in
early stages, and improve the outcomes. The time is NOW!
Diagnosis
Most types of breast cancer are easy to diagnose by microscopic analysis of the biopsy. There are
however, rarer types of breast cancer that require specialized lab exams.
While screening techniques are useful in determining the possibility of cancer, a further testing is
necessary to confirm whether a lump detected on screening is cancer, as opposed to a benign
alternative such as a simple cyst.
Very often the results of noninvasive examination, mammography and additional tests that are
performed in special circumstances such as ultrasound or MR imaging are sufficient to warrant
to excisional biopsy as the definitive diagnostic and curative method.
IMC Group II

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Prevention
Breast cancer screening refers to testing otherwise-healthy women for breast cancer in an attempt
to achieve an earlier diagnosis. The assumption is that early detection will improve outcomes. A
number of screening test have been employed including: clinical and self breast exams,
mammography, genetic screening, ultrasound, and magnetic resonance imaging.
A clinical or self breast exam involves feeling the breast for lumps or other abnormalities.
Research evidence does not support the effectiveness of either type of breast exam, because by
the time a lump is large enough to be found it is likely to have been growing for several years
and will soon be large enough to be found without an exam. Mammographic screening for breast
cancer uses x-rays to examine the breast for any uncharacteristic masses or lumps.
The World Cancer Research Fund indicated that women can reduce their risk of breast cancer by
maintaining a healthy weight, drinking less alcohol, being physically active and breastfeeding
their children
BREAST CANCER STATISTICS WORLDWIDE
Based on the GLOBOCAN 2008 estimates, about 12.7 million cancer cases and 7.6 million
cancer deaths are estimated to have occurred in 2008; of these, 56% of the cases and 64% of the
deaths occurred in the economically developing world. Breast cancer is the most frequently
diagnosed cancer and the leading cause of cancer death among females, accounting for 23% of
the total cancer cases and 14% of the cancer deaths.
The UK and USA have one of the highest incidence rates worldwide (together with the rest of
North America and Australia/New Zealand), making these countries a priority for breast cancer
awareness.
IMC Group II

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LIFETIME RISK OF BREAST CANCER
The most common breast cancer statistic you have probably heard is that “1 in 8 women will
develop breast cancer in their lifetime.” What it should really read is “If everyone lived beyond
the age of 70, 1 in 8 of those women would get or have had breast cancer.” This statistic is based
on everyone in the population living beyond the age of 70. Since your breast cancer risk
increases as you age, your lifetime risk changes depending on your age:
Age Bar Cases
20-29 1 in 2000
30-39 1 in 229
40-49 1 in 68
50-59 1 in 37
60-69 1 in 26
IMC Group II

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BREAST CANCER SCENARIO IN INDIA
In India, the average age of developing a breast cancer has undergone a significant shift over last
few decades. Please consider the graph below (This is only a rough representation of the data):
The X-axis represents the age groups and the Y-axis represents the percentage of cases. The blue
colour represents the incidence 25 years back, and maroon colour represents the situation today.
25 years back, out of every 100 breast cancer patients, 2% were in 20 to 30 years age group, 7%
were in 30 to 40 and so on. 69% of the patients were above 50 years of age. Presently, 4% are in
20 to 30 years age group, 16% are in 30 to 40 and 28% are in 40 to 50 age group. So, almost
48% patients are below 50. An increasing numbers of patients are in the 25 to 40 years of age,
and this definitely is a very disturbing trend.
Rising incidence of breast cancer in India
Breast cancer is now the most common cancer in most cities in India, and 2nd most common in
the rural areas. Breast cancer accounts for 25% to 32% of all female cancers in all these cities.
IMC Group II

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SYMPTOMS OF BREAST CANCER
Initially, breast cancer may not cause any symptoms. A lump may be too small for you to feel or
to cause any unusual changes you can notice on your own. Often, an abnormal area turns up on a
screening mammogram (x-ray of the breast), which leads to further testing.
In some cases, however, the first sign of breast cancer is a new lump or mass in the breast that
you or your doctor can feel. A lump that is painless, hard, and has uneven edges is more likely to
be cancer. But sometimes cancers can be tender, soft, and rounded. So it's important to have
anything unusual checked by your doctor.
According to the American Cancer Society, any of the following unusual changes in the breast
can be a symptom of breast cancer:
 Swelling of all or part of the breast.
 Skin irritation or dimpling.
 Breast pain.
 Nipple pain or the nipple turning inward.
 Redness, scaliness, or thickening of the nipple or breast skin
 A nipple discharge other than breast milk.
 A lump in the underarm area.
These changes also can be signs of less serious conditions that are not cancerous, such as an
infection or a cyst. It’s important to get any breast changes checked out promptly by a doctor.
Estimated Cost of Cancer Treatment In India
MEDICAL TREATMENT PROCEDURE COST (USD)
Lumpectomy 3000
Total Mastectomy 7000
Radical Mastectomy 6000
IMC Group II

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PINK RIBBON CAMPAIGN: BREAST CANCER PREVENTION
THROUGH CHECK-UPS
 Communication Idea: Prevent Breast Cancer through Regular Check-ups.
 Target Group: Mumbai
 Target market: Middle class educated working women
 Duration of the Campaign: 1 month
Manpower Required
The NGO will have 15 full time dedicatees, along with 40 interns hired from different
professional colleges of Mumbai.
 10 teams will be created of 4 interns each along with 1 mentor. In this way, there will be
10 mentors out of the 15 full time dedicatees.
 Remaining 5 people will be handling different departments like finance, logistics
arrangements, corporate relations (in the form of associations with hospitals, housing
societies and malls etc.), social media etc.
 Any volunteer generated because of the awareness created will be also be included to
take their contributions.
Major Ways of Communication
Personal Selling
Here personal selling is in the form selling of an idea. The revenues are not the aim, the
marketing process being for an awareness campaign. Personal selling involves direct interaction
with the people in order to tell them about the cause.
IMC Group II

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Various ways in which this aspect will be covered are:
 Awareness through kiosks in hospitals, housing societies and malls.
 Street plays in the housing societies.
Pamphlets to assist the Personal Selling Process in Kiosks
Pamphlets would have the QR codes for the pinkribboncampaign website that users of smart
phones can directly scan and go to the website.
Pamphlets would also have the customer care number, the website address.
Badges
The volunteers would wear the pink ribbon badges always along with the t-shirts. Also those
men or women who make donations would be given t-shirts and pink ribbon badges. The
participants in the events conducted by the pink ribbon campaign would be given t-shirts and
badges too.
Radio
We would take into account two radio stations which are very popular in Mumbai: 98.3 FM and
93.5 FM.
 Core Idea: Prevention is better than cure. Kill the Breast cancer before it kills you. To
know more please visit www.pinkribbonmumbai.com
 Target Group:
o Primary Group - Females of Socio Economic Class B and C
o Secondary Group - Males of Socio Economic Class B and C
o Frequency: Saturday-Sunday: 10-12 pm, 4 times per hour, 10 seconds per ad (6-9
pm, 5 times per hour, 10 sec per ad).
IMC Group II

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 Cost on 2 channels of weekend radio broadcast: Rs 7000 per 10 seconds, 90 seconds in 1
week, 360 seconds in 4 weeks.
Rs. 7000x36= Rs. 252000 (For 1 channel)
And, Rs. 504000 (For 2 channels).
 Associate with the radio channel and the most popular Radio Jockeys like Jeeturaj, Sana,
Sangeeta, Meera, Malishka to talk about the PINK RIBBON campaign once in their
shows. All they need to say is a DISHA named NGO is supporting the cause of women
going for check-ups against breast cancer for the prevention of it. To know more please
visit the website www.dishapinkribboncampaign.com
Social Media
 Facebook: Disha will create a Facebook page that would be dedicated to breast cancer
awareness. The page will have information like symptoms and treatment information. The
Facebook page will also have a list of the hospitals in which the kiosk would be set up to help
out women in providing them with information about prevention against breast cancer. The page
will also have a list of the housing societies that would be visited by the volunteers of the NGO.
It would be an interactive page where women can address their queries. The Facebook page
would provide the link to the www.dishapinkribboncampaign.com and the twitter id which
people can tweet about.
There will be a multi stage process to create an impact on Facebook.
The process in which the social media will be used is:
o A Facebook page created by the name, “DISHA (A BREAST CANCER AWARENESS
CAMPAIGN)
o Majority of the content for the page will come in through the interns in the form of print
ads, facts about breast cancer, slogans and updates. The content will be approved by the
campaign heads and posted on the FB page.
o All the interns will share the updates on their wall from the page.
IMC Group II

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 Impact: if we hire 40 interns and on an average each intern has 300 friends in his
list, that update will be visible to 12000 people (300x40) on their news feeds.
o The interns will share these updates on their friends’ walls as well.
 If on an average each intern shares an update on the wall of 100 friends out of
300, total no. of posts will be 30,000 which in turn increase the visibility to 90 lac
people (30,000x300).
o Since the interns will be girls, majorly from professional colleges ready to go for their
jobs very soon, they are the best fit for our target market. The awareness created through
social media will be majorly in their social circle, thereby covering a big chunk of our
target market.
 Webpage
The webpage www.dishapinkribboncampaign.com will have all the breast cancer statistics,
symptoms, treatment and also few stories on breast cancer survivals. Few celebrities would be
contacted to support the breast cancer campaign. Few would be those who have survived it and
few would be those supporting in prevention of the disease.
o Chat function: The webpage would have a chat function that would cater to every user
and ensure privacy to the women. The women may clarify all their doubts on breast
cancer to the assisting support staff. Someone would be available all the time to ensure
complete support and facilitate personal interaction.
o Customer Care: We would also provide the call centre number on which women or men
would be able to call and enquire about the disease, the hospitals which have the
infrastructure of the diagnosis and so on.
We would also have a section for making donations.
 Twitter
Disha pink ribbon campaign will create a twitter account, follow a list of celebrities. Tweet
to support the cause of prevention against breast cancer. Tweet about few celebrities who
would have agreed to be a part of the campaign. Tweet also about general news concerned
IMC Group II

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with social causes concerned with women, their health and also about breast cancer
campaign, events by Disha for Pink Ribbon campaign.
Public Relations
 Disha would organise social cause events on a periodical basis in which different celebrities
would come be a part of it and promote it too.
Example: Events like race for the pink ribbon campaign. This event would be a PR
activity as celebrities would be called. Women will be allowed to participate in the race.
Those who win would be given discounts on checkups against breast cancer. Everyone
participating in the event would be given t shirts and caps along with the pink ribbon badges.
The media, press would be called for the press coverage.
We would such an event once a month on a weekend in the central location of Mumbai in a
ground land would expect a footfall of 300-400.
The cost of conducting this event would be around Rs. 300000.
 Print: Disha would contact four publications in newspapers – Times of India, Loksatta,
Dainik Bhaskar and Chitralekha. These are of different languages– English, Marathi, Hindi
and Gujarati.
The focus would be on 10 by 10cm ads in newspapers– Rs. 80,000x4 = Rs. 320000. These
ads would appear twice a month. So in a month the spending would be Rs. 640000.
Also Disha would focus on magazines like Grihshobha and Meri Saheli for full page ads.
This would be done in the monthly issue. 1 color ad in a month in the monthly issue of
magazine would cost Rs. 25000. So Rs. 50000 would be spent on the ads in monthly issues
of Grihshobha and Meri Saheli.
IMC Group II

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Word of Mouth
Commonly accepted as the best form of marketing, word of mouth will play a big role in the
awareness of our cause. All our marketing efforts will have a subtle factor focusing towards
creating and increasing the word of mouth for our campaign.
 The interns hired will be a big source of this form of marketing.
o All the family members and friends are well aware about the organization in
which their close person is working. An intern working for a noble cause is by
default, bound to create a heavy word of mouth. A majority of the word of mouth
will spread directly to our target market.
 Street Plays performed in the housing societies will definitely produce a huge word of
mouth.
 The awareness efforts given on the kiosks will also immensely help to develop word of
mouth. Moreover the pamphlets given, if carried to their homes will also play a part in
this form of communication.
Corporate Tie-ups
Disha will initiate corporate tie ups with different hospitals, companies as a part of their
corporate social responsibility activities, mention their names on the Facebook page, tweet about
their company, hospital. Their publicity would be done through Facebook, twitter, the web page,
customer care, pamphlets. The hospitals and companies may contribute and make donations to
the NGO for good publicity.
IMC Group II

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BUDGETED EXPENSES
For estimating funds requirements, we have assumed that we will hire 40 interns across the
Mumbai city for promoting our NGO. In addition to that we have assumed around 15 full time
employees our organization out of which 8 are mentors and rest 7 has different departments
under them. As stated earlier we have decided to cover 60 hospitals across Mumbai. We well
setup kiosk outside these hospitals. 5 days per hospital have been allocated so that we can cover
60 hospitals in a month. In addition to hospitals, some kiosk (say 20) will be setup outside
shopping malls and some inside the premises of Housing societies.
Following is the budget:
Particulars Amount (in Rs.)
Salary to full time employees (15x8000) 120000
Salary to Interns (40x2000) 80000
Cost of Kiosk (30x1500) 120000
Cost of Flex (30x400) 32000
Cost of Pamphlets (30000x3) 72000
Advertisement on Radio Channel 1 252000
Advertisement on Radio Channel 2 252000
Ribbon Badges (30000x0.75) 22500
Transportation Charges 25000
Refreshment Charges 25000
Miscellaneous Expenses 20000
T-Shirt (100x300) 30000
PR Event Expenses 300000
Advertisement in Newspaper 640000
Advertisement in Magazines 50000
Total 2,040,500
IMC Group II