The Pink Tour

Province-Wide Education and Engagement Campaign for Non Profit Association

Situation:

The Canadian Breast Cancer Foundation BC and Yukon Division – the leading national volunteer-based organization dedicated to working towards a future without breast cancer. The Foundation collaboratively funds, supports and advocates for meaningful awareness and education programs – among other initiatives. Their vision is a future without breast cancer.

Challenge:

Currently only 50% of eligible women, those 40 and over in BC, go for a regular mammogram. By increasing the percentage of women who participate in the Screening Mammography program to 70% British Columbia could see a reduction in deaths from breast cancer of 30%. As part of a 2011 initiative to educate women and their families about the importance of breast health and regular mammograms the Canadian Breast Cancer Foundation (CBCF) engaged Traction Communications to plan and execute all aspects of the Pink Tour. The Foundation has partnered with the BC Government and the Screening Mammography Program of BC as well as other health and corporate partners to take this message to the streets and towns throughout BC during the summer of 2011.

Solution:

Traction was retained by the CBCF in February 2010 to develop a campaign platform and execute a province-wide campaign to effect a significant change in the number of women booking mammograms. The Pink Tour 2011 is a comprehensive program including a dynamic rock-star decaled touring bus with graphic displays that travels from community to community conveying the message about the importance of breast health. The campaign also includes a province-wide media campaign with television spots, newspaper ads, and sky train posters. A significant public relations campaign is also bringing the Pink Tour message to the South Asian, Chinese and First Nations communities throughout the province. Thepinktour.com is also a social media hub with daily tour updates and images which allow anyone anywhere to follow the tour all summer long. An engaging element of a bus visitors experience is the opportunity to make a pledge, in the form of an actual signature written right on the outside of the bus, to book your own mammogram or to pledge to tell someone in your life to get a mammogram.

Michelle Hamilton was engaged by Traction to provide project coordination, tactical execution and marketing support as it specifically related to ThePinkTour.com website and social media campaign, public relations and traditional media and advertising.

The Pink Tour hit the road on May 4th 2011 and travelled the province for four months as far north as Prince George and as far east as Nelson visiting over 50 different communities and making over 100 event stops.

Read more: Traction Creative is in the Pink (Tour)

Results:

The pink bus travelled 6,466 kms in 4 months and made 116 stops at locations throughout the province including festivals, farmers markets, rodeos, beaches, tournaments, parks and malls. We hosted dignitaries and health experts from across the province during 6 speakers’ sessions in larger centres.

Bus Visitors: 15,831

Mammogram Call Back Registrations: 803

Earned Media: $500,000+

(stats as of September 2011)

Case study provided by Traction Creative Communications

“We thank you as part of the Traction team, for all the wonderful work you have done on The PINK Tour.  We love all your creativity in the look of the bus, the ads, the inside exhibits, event and schedule planning, media relations and so much more.  We would like to thank you also for your patience and dedication.” – CEO, Canadian Breast Cancer Foundation

Read more testimonials.