Saving lives through social marketing

When I started my personal journey with breast cancer, I knew I had to do something to help other people someday.  It wasn’t clear to me how I would help but I would figure that out in time.  I was blissfully unaware that breast cancer could touch me at that—or frankly—any point in my life.  I had briefly heard about a breast cancer gene but I had no cause or reason to dig deeper.  Up to this point, every one of my close female relatives had thankfully avoided the big “c”.

My thoughts quickly shifted to marketing—after all it’s what I’ve spent the past 15 years doing every day.  How I could I personally use marketing to bring awareness to the breast cancer gene (BRCA)?  As the Account Director for the Michigan Department of Community Health for the past 13 years, I’ve had the opportunity to work on many great social marketing programs including breast cancer advertising.  I know our work has continuously impacted and likely saved lives—we’ve seen results in decreased smoking rates, increased immunization rates, increased awareness in risks of cardiovascular disease among others.   I’ve seen the power of social marketing first hand.  And I know the difference it can make and the awareness it can generate.  I had no idea how profoundly social marketing and advertising would impact my life.  But I found my lump as a result of our award-winning breast cancer television spot for St. John Health.  And I’m certain that television spot saved my life.

But what about the breast cancer gene and the risk it poses to so many women?  If I had no idea I was at risk then certainly there were so many others out there in my position.  That’s why my involvement with FORCE is so critical.

I was deeply energized and excited when I saw the Detroit Jewish News yesterday and the awareness of BRCA right smack on the cover.  I couldn’t ask for more.  I am so happy that a Previvor (a person at high risk who’s chosen surgery to avoid cancer) was willing to share her story.  And the story worked well with my story (on the inside) as the person with the same risk factors that did not have enough awareness to avoid a cancer journey.I know that my personal blog, my speaking engagements and my open door policy have helped to increase awareness.  But there is nothing like mass media—through advertising, social marketing, PR or a social media program to really drive awareness of  risk factors we all face.

Do you have any personal stories of how social marketing or advertising has impacted your life?  Would love to hear them.