American Oncology Institute launches #ThePinkRibbonCollection campaign for breast cancer awareness

American Oncology Institute (AOI) has launched #ThePinkRibbonCollection campaign to make Breast Self-Examination awareness a nation-wide movement. The integrated campaign, which had its digital part going live across AOI’s social media channels, was released in 10+ states in the form of outdoor and other in-house advertising. All the ATL and BTL activities across all units includes a QR code that leads to AOI’s YouTube channel on the 6-step guide of breast self-examination.

The campaign is essentially a personal reminder for every woman to examine herself for early signs of breast cancer while adding it to their daily routine. The Breast Cancer Push Away Bra is also the centerpiece of the integrated campaign to engage women for bringing the internal thoughts around breast cancer to be discussed externally. “It resonates with every woman, to spark conversation and raise awareness about breast cancer,” says their statement .

In addition to the campaign, AOI in collaboration with Robert Naorem Studio unveiled The Pink Ribbon Collection – Limited edition of the Breast Cancer Push Away Bra at the Manipur Fashion Extravaganza 2022 (MFE).

Talking about the campaign, Tina Choudhury, Campaign Brand Lead, CTSI, said, “Even if women are aware of breast self-examination, it is not being practiced enough. The Pink Robbin Collection campaign will serve as a personal reminder for women for breast self-examination while making it a daily body care ritual. With the limited edition of the Breast Cancer Push Away Bra, we have taken a bold step of printing the 6-step of breast self-examination on the bra. The collection is not for commercial purpose but a social cause to start a dialogue on social media through influencers.  We intend to escalate the conversations around the immediate need for regular breast self-examination. This will empower women to take the first step towards breast self-examination and support breast health.”