Keep-a-Breast Foundation | Event Campaign | Social Media
Keep-a-Breast Foundation has always had one mission since they were founded in 2000 –empower young people around the world with breast health education and support.
As a student who fit within their targeted demographic, I was excited to work with a non-profit organization that wasn't afraid to let down their guard and have fun with their audience.
influencers for health.
While researching the brand's existing tone and messaging, I noticed that KAB had two demographic audiences. They were successfully communicating with the younger demographic of 16-20 year olds through their apparel and other merchandise. All while hosting events that held more interest to a slightly older audience, the 21-35year olds.
Trying to find a connecting bridge between these audiences was the best part in my honest opinion, because it allowed me to research and interview people both within my age group and outside of it, to find a something that would interest both groups.
With that, I exploring social platforms other than Facebook and Instagram and made the connection that Snapchat was a trending platform for 16-25 year olds. *queue light bulb*
I was able to create a social media and event campaign called the bra crawl.
bra crawl for all.
The bra crawl started as a play-on words, derived from the traditional bar crawl. Then turned into a full-blown digital campaign with the help from Snapchat Lenses and Filters. The decision to focus on Snapchat over other social media platforms was due to the rise in popularity that Snapchat had over 16-25 year olds. It worked as a bridge platform that both of KAB Foundation's demographics interacted with.
This was my first experience working on a digital campaign that included a social media platform and I chose to treat this project as a stepping stone for my career into marketing and advertising.
the KAB Bra Crawl in action.
