Michelle nguyen
IBM 307
Professor Bryant
October 16, 2014
Current event: Breast Cancer Awareness
The type of sales promotion taking place is consumer sales promotion. DBB Singapore is also using a type of crowdsourcing. The Breast Cancer Foundation has hired DBB Singapore as their advertising agency to deliver their new design for awareness against breast cancer. Since October is the month for breast cancer awareness, DBB Singapore thought it would be a good idea to try something new. Most websites usually have the Twitter, Facebook, and Instagram logo/link somewhere on their main page in a corner. DBB Singapore came up with creative idea to use these links and redesign them to spread awareness. The design would include Facebook and Twitter’s logo as cupped hands and Instagram’s logo as a breast. The cupped hands indicate one performing a breast exam on themselves. The way DBB Singapore is using crowdsourcing is by having people vote on the redesign of these three logos. If enough votes were casted, then the major media giants would redesign their logos temporarily. Crowdsourcing I believe is a good way to gain appeal and attention through having consumers involved in a new product idea. When consumers feel involved, the campaign becomes more personal to them. This triggers their leverage point because it taps into their value system. I think DBB Singapore came up with a brilliant idea. The new redesigned logos would be presented alongside with a tagline that says “if only you checked your breasts as often.” This tagline holds a major truth. People check their social media accounts multiple times in one hour. The Breast Cancer Foundation wants to remind women to check themselves regularly as well. And this is not just targeted towards women, but also men to remind loved ones to check themselves as well. The target market here is people who use social media. I think this is an effective target market because people find out about current events through media within seconds of it actually happening.
I completely agree with the article. If women examined their breasts as often as they checked their social media apps, then there would be less deaths due to breast cancer each year. The main reason women die from breast cancer is because they find out too late and by that time it is untreatable. The best way to avoid this tragedy is by finding out early, and doctors suggest women check once a month. I think that checking at least once a week is a good idea because things tend to happen so unexpectedly. The Breast Cancer Foundation has found so many unique ways to advocate their views and raise money for their cause. You can recognize their logos when it appears on items such as tee-shirts, pens, flashlights, and so many more things. I think this new way of reaching out to the public can be very effective. The icons are appealing and informing. The public likes anything that is appealing to them because without appeal a company’s goal can flop.
The article by Alfred Maskeroni and Jennifer Miller relate closely because they speak about the campaign that DBB Singapore is presenting. In Maskeroni’s article he states DBB Singapore’s new product idea for the Breast Cancer Foundation. Maskeroni also shows how the new redesigned logos would look if they were side by side. You can see the cupped hands of the Facebook and Twitter Logo and the Instagram logo in the middle as being a breast. In Miller’s article she presents the three new designs for Facebook, Twitter, and Instagram. You can see these new designs blown up with the taglines included. Under the taglines are arguments that are mainly stating truths about social media versus a breast examination. The arguments are encouraging the public to spread awareness about breast cancer.

http://www.adweek.com/adfreak/facebook-twitter-and-instagram-logos-redesigned-for-breast-cancer-awareness-160452
http://www.fastcocreate.com/3036371/you-really-are-seeing-breasts-in-these-facebook-instagram-and-twitter-logos#4