A nationwide survey conducted by Zeno Group amongst women, clearly revealed that while all of them have heard of breast cancer, close to none of them have ever performed a breast-self exam or knew how to perform one – the easiest way to detect breast cancer early. What was even more alarming was that almost none of the participants interviewed, believed breast cancer could happen to them.

The insight finally was something that was simple but immensely powerful - the solution was to draw scrutiny back to something (breasts) that nobody is comfortable with, with exactly that - lots of attention. That was the birth of #PayAttention. A layered call to action that would not only target the core audience, but also to a wider Indian audience who could benefit from the message that the campaign was trying to spread through clever messaging.

A three-pronged approach was activated -

Energise: An event was hosted that helped equip breast cancer survivors, media, experts, NGOs, and celebrities to spread the word. Over 100 celebrities came forward to participate in the movement organically.

Engage: A one-stop digital destination that acted as a source of credible information for everything related to breast cancer was launched – avon-payattention.com. It featured a custom-created demonstrative video on how to perform a breast self-examination. With the power of social media, we helped trigger conversations and inspire participation from larger audiences.

Activate: Medico vans were deployed across India in partnership with the Indian Cancer Society to touch the lives of people on-ground, with the message. 10,000 free breast exams were conducted in association with Diva Breast Care Centre. "The Tribe Motorcycle Club" featuring an all-women riding crew, rode to raise awareness in Kohima along with survivors, supporters and volunteers.

Reach: The #PayAttention campaign garnered a reach of 1.09 Billion (917 million+ on Facebook, 109 million+ through earned media stories, 56 million+ on Twitter and 10 million+ on YouTube and Instagram) with a paid media spend of just USD 2,500.

PR Value: 139 earned media stories and 29 influencer videos generated PR value worth USD $206.7 million.

SOV: The campaign #PayAttention generated 199,000 interactions on Facebook and 185,000 interactions on Instagram posts helping it gain highest SOV with 14 percent of the total social media conversations around breast cancer awareness and self-exams. The second-best campaign promoting breast cancer awareness garnered just 1 percent SOV.

Social Buzz: The total chatter volume around breast cancer awareness increased by 34 percent in 2017 compared to the volume of these conversations recorded same period in 2016. #PayAttention along with #BreastCancer were the top trending hashtags amongst the breast cancer awareness conversations in India.