Working to reach younger women, Vibes, a Chicago-based mobile marketing and technology company, is powering Bright Pink's Underwire Alerts, mobile text messages reminding women to do monthly breast self-exams.
"What started as a trial has turned into a real program with a really big effect," says Alex Campbell, co-founder and CEO of Vibes. "It's going really well."
Bright Pink, a national nonprofit organization that provides education and support to young women who are at high risk for breast and ovarian cancer, created the campaign to remind women to take a proactive approach to breast health. Women who subscribe to Underwire Alerts by texting PINK to 59227 receive a mobile reminder on the first Wednesday of each month.
"A lot of breast cancer awareness is focused on people more toward the over-30 demographic" Campbell says. "[This] approach was: Get the right habits in place early on so it's part of your life."
The alerts, created by Bright Pink, use lighthearted messages, such as "mind your melons" or "treasure your chest," designed to appeal to younger women. "It's not just, 'Hey, here's a reminder to do a self-exam,'" Campbell says. "It's taking that and [coming] up with the right wording so it's not like your mom nagging you."
Campbell says that mobile works well in reaching this group of women. "Mobile is targeted toward the younger spectrum," he says. "It's also a very personal device – [this campaign] fits really well with what mobile is good at."
Underwire Alerts is promoted at major Bright Pink fundraisers and by celebrities such as E! News' Giuliana Rancic to encourage women to use the program and local radio personalities to drive participation on the air.
October is National Breast Cancer Awareness month.