With our campaign idea and message, “Promising means TO DO. PROMISE to go to the doctor now” directing the strategy, we crafted “Promises Places” on the street and on the website www.stopcancerlasan.ro, where women recorded their promises via webcam and then uploaded it to the site.

To tap into the vast Facebook network, we created an application that enabled users to make their promises on the social media site and encourage friends to do so as well. Once their promise went public, each user’s photo was uploaded to “Promises Gallery” on the website.

Real stories inspire real actions, so we invited six women who survived breast cancer to share their experiences and state their promises on live TV.All of our platforms drew strength from female-to-female encouragement. We used this women power notion to drive our online, TV, OOH, radio and print initiatives--all avenues where women could voice their promise.

Awareness for regular breast exams rose from 56% to 75% at the conclusion of the campaign. 15,000 women accessed the Promise application on Facebook encouraging others to get involved.

The campaign website reached over 400,000 unique visitors in less than two months. 2,500 women made their promise directly on the website and 500 women stated their pledge via webcam.

We reached over 2.5 million women through our actions and garnered 1,000 female participants for the Promise March to support regular breast exams.

While the results speak volumes, our accomplishment was ensuring that women were committed to regular breast exams and to LIFE.