The Campaign

The insight finally was something that was simple but immensely powerful - the solution was to draw scrutiny back to something (breasts) that nobody is comfortable with, with exactly that - lots of attention. That was the birth of #PayAttention. A layered call to action that would not only target the core audience, but also to a wider Indian audience who could benefit from the message that the campaign was trying to spread through clever messaging.

Creative Execution

Encompassing the Audience Energize: Hosted an event with survivors, media, doctors, NGOs, and celebrities to spread the word. 100 celebrities joined without any fee. Enpape. Launched a microsite - avon-payattention com, featuring a demonstrative video - info on breast self-examination. We triggered conversation via Facebook, Instagram and Twitter to inspire larger participation. Activate: Deployed Medico Vans, conducted 10,000 free breast exams and organized a marathon. On-ground engagements covering cities - Chandigarh, Goa, Guwahati, Hyderabad, Kohima, Ranchi, Delhi, Kolkata, Mumbai and Bangalore.

Reach: The #PayAttention campaign garnered a reach of 1.09 Billion (917 million+ on Facebook, 109 million+ through earned media stories, 56 million+ on Twitter and 10 million+ on YouTube and Instagram) with a paid media spend of just USD 2,500. PR Value: 139 earned media stories and 29 influencer videos generated PR value worth USD $206.7 million. SOV: The campaign #PayAttention generated 199,000 interactions on Facebook and 185,000 interactions on Instagram posts helping it gain highest SOV with 14 percent of the total social media conversations around breast cancer awareness and self-exams. The second-best campaign promoting breast cancer awareness garnered just 1 percent SOV. Social Buzz: The total chatter volume around breast cancer awareness increased by 34 percent in 2017 compared to the volume of these conversations recorded same period in 2016. #PayAttention along with #BreastCancer were the top trending hashtags amongst the breast cancer awareness conversations in India.

Given young women (and men) were the core recipients, a digital-first media strategy was deployed - putting social & online content at the heart of it. However, it was equally important to take the message offline, credibly and conversationally. Our most consistent platform of communication apart from content was influencers. Not just social influencers and celebrities, but doctors (Oncologists and experts) and NGOs, to lend credibility. Avon’s own army of direct representatives - women across India who believed in the brand and its philosophy and served as Beauty and Fashion Advisors to tens and thousands of women cutting across age, gender, class across the country - was mobilised.