Online Breast Cancer Awareness Campaign by Vhi Healthcare in Partnership with Irish Cancer Society Attracts Record Support

Dublin, Ireland (PRWEB) November 4, 2009

October was Breast Cancer Awareness Month and Vhi Healthcare (http://www.vhi.ie) is delighted to have brought together over 13,575 fans on their Facebook page; and a further 9,000 people who have sent a loved one or friend a virtual pink ribbon on SendARibbon.ie.

The campaign was created with Radical (http://www.radical.ie), the online marketing specialists, to spread the word about Breast Cancer Awareness Month in partnership with the Irish Cancer Society, was launched just under a month ago on Pink Ribbon Day, 25 September 2009. The growth of the Facebook page (which can be found by visiting http://www.facebook.com/VhiBreastCancerAwareness) in such a short period of time is rare; and the page can now be credited as the second largest Facebook page in Ireland.

Commenting on the campaign, Marie O'Neill, Advertising Co-Ordinator, Vhi Healthcare explained: "Utilising Facebook has allowed Vhi Healthcare to create a community where women and men can share their stories, support one another, access breast awareness information from the Irish Cancer Society as well as pass the message on to their friends and family…all without having to leave their favourite social network. Additionally, Facebook has been a key traffic-driver to the SendARibbon.ie website (http://www.SendARibbon.ie), which was created to raise awareness among Irish women to become more 'breast aware,' as well as giving them the opportunity to easily send a reminder to friends and family. Reminders are sent using virtual ribbons with a friend or family member's name on it. The number of virtual pink ribbons continues to grow each and every day, reaching just over 9,000 in 4 weeks."

With a microsite the supports and spreads the message of Breast Cancer Awareness Month; Facebook allows the users to take the idea and concept and make it their own. The success of this social media campaign in Ireland can also be attributed to the level of engagement that users have had on the page; with each post receiving between 50 and 140 responses (comments, "likes," photo uploads, and more).

In addition to the online elements, the Vhi Healthcare campaign was wholly integrated with the Irish Cancer Society activity to ensure maximum impact. Vhi Healthcare sponsored a weekend on RTE TV at the start of Breast Cancer Awareness Month - the first brand to do so; an outdoor advertising campaign, targeted advertising in fashion and gym sites, as well as in female magazine publications plus wraps on the free sheet newspapers ensured that the message was delivered.

Vhi Healthcare also hosted free luncheon briefings with breast cancer survivors in IFSC and spoke to the wider corporate market by encouraging businesses to 'Dare to Wear it Pink' in the workplace during October.

The integration of social media marketing into traditional media channels for building awareness continues to be proven highly effective following this campaign. Coupling the number of Facebook fans and ribbons sent, it is clear that Vhi in partnership with the Irish Cancer Society have given the Irish community a simple and easy way to spread a very important message online this October.

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