Paint the Town Pink
Collateral, Advertising, Media Placement, Public Relations, Social Media
Paint the Town Pink is Stamford Health’s annual breast cancer awareness campaign that stresses the importance of screening and early detection and spreads the word about the comprehensive breast care services available in the community. The initiative includes partnerships with area organizations, businesses and corporations, along with the promotion of a month-long calendar of events that take place in Stamford, Conn. and its surrounding towns.
Spreading the Word
In addition to using traditional public relations to increase awareness of the campaign and Stamford Health’s Breast Center and Bennett Cancer Center experts, Catalyst also helps to spread the word through social media. The agency developed monthly content calendars centered around the campaign’s messages of screening and detection, as well as information on various events. In addition, Catalyst wrote two separate blog posts that were posted to Stamford Health’s blog. One of these promoted the campaign overall and the other featured a Q&A with the cancer program’s new breast nurse navigator highlighting her experience and special role in working with breast cancer patients.
Maximizing Media Exposure
Public service advertising also plays an important role in promoting events and supporting the overall message of awareness. Catalyst not only designs the ads, but also secures the partnership of area print and broadcast media outlets. In 2016, this resulted in more than $50,000 in added value for the campaign.
Printing in Pink
Each year a variety of collateral pieces – posters, flyers, postcards, invitations and other signage – help promote several of the key events that take place in October. Additionally, we help produce a printed calendar that features a snapshot of each event. The calendar is distributed to thousands of individuals throughout lower Fairfield County.
Year over year, the Paint the Town Pink campaign results in increased awareness for the importance of regular screening mammograms. More than 2,000 women attend the various events throughout the month and mammography screenings typically have been shown to increase about 13% for the same time period.