“Integrated Marketing Communications?–What does that mean?” The easiest way to explain this to first year students is to show them first and then present the theory and terminology. Last fall I introduced class with (Re)Think, a Canadian breast cancer charity. The group’s work impressed me, but my students–the target market–were underwhelmed. Recently I chatted with my friend Melissa Berggren about (Re)Think videos. I think we both agree that they convey an important message, but now I’m curious about their segmentation strategies.
Does this campaign miss the target market (young women under 40)?
What does “young” mean? I’m over 40 and inured to pink ribbons and races for the cure, so I like (Re)Think’s approach.
What do YOU think?
Reblogged from the (private) class blog for Integrated Marketing Communications at St. Catherine University
The problem: Women (and men) get breast cancer. Everyone should check their breasts regularly–but they don’t.
Creative concept:
We are the young women’s breast cancer movement.
Launched in 2001, Rethink is the first-ever, Canadian breast cancer charity to bring bold, relevant awareness to the under-40 crowd; foster a new generation of young and influential breast cancer supporters; infuse sass and style into the cause; and, most importantly, respond to the unique needs of young (or youngish) women going through it.
No pink ribbons required.
Adios fear-based campaigns and blanket support programs. We think young people deserve their own breast cancer movement.
Select Media:
Website : rethinkbreastcancer.com
Facebook: facebook.com/RethinkBreastCancer
YouTube: youtube.com/user/rethinkbreastcancer
Twitter: @rethinktweet
Mobile App: Your Man Reminder 
Video Example:
Sara Kerr 
I think the site has some great information but one of the main issues is getting young people to think long term about their health. Most twenty somethings for a multitude of reasons are not taking active steps to combat something that will more than likely not effect them until much later in life. It almost needs to be something that is incorporated into well visits from a young age to create a habit not a option.