Pr Campaign

PR Campaign Assignment 1

Analysis of a successful Public-Relation campaign (ROPE Model)

Name of Campaign: “Pink Purse Campaign – Be a Pink Angel”

As one of the most common cancer in women, breast cancer is definitely affecting women in Malaysia. According to the statistics gathered by Radiology Malaysia in 2003-2005, there are at least 31.1% of newly diagnosed cancer cases. Chinese women are most common in getting affected with the breast cancer followed by Indians and Malays (Breast Cancer - Facts and Stats, 2008).

Due to the high numbers of fatality, each year one of the campaign that usually being launched will also touch this issue. In 2011, Breast Cancer Welfare Association (BCWA) launched the “Pink Purse Campaign: Be a Pink Angel”. GlaxoSmithKline Pharmaceutical (GSK) supported this campaign. With the help from GolinHarris in developing a media relation’s strategy, the 45-day campaign managed to get an Award from Malaysia PR Awards 2011 as a ‘Campaign of the Year’ in Healthcare: Ethical category.

The purpose of this “Pink Purse Campaign: Be a Pink Angel” is mainly to enable women to improve their health by providing greater access and also providing support to breast cancer patients. The campaign is not only targeted for the breast cancer patients and their families and friends to support them but also to increase the awareness in general public. Everyone has their own parts to play in increasing awareness as well as reducing the burden and impact of breast cancer.

The research part was done and included in the situation analysis. Unfortunately, the latest statistics given was based on 2003 to 2005. There were no recent statistics to show whether the number has increase or decrease in the past five years. The main focus of the campaign itself is again raising the awareness towards breast cancer, which is by now is pretty common among the Malaysian public. That is why the tricky part of this whole campaign is to raise both the awareness...