Sep 13, 2017 09:27AM
I have read through all the responses and one thing is clear...an emotional chord has been seriously twanged.
I agree with LilacBlue and others that there are two audiences...there are we, the patients. The people that walk this path (and guess what - 15 months in and I'm STILL FRIGHTENED), and then there is the corporate audience which BCO must court in order to raise funds.
1. Re: the corporate audience. I understand completely the effectiveness and importance of a tight and catchy marketing campaign. I come from the field of marketing and think this way all the time. However, equally important is to design a campaign that is not only catchy and tight, but one that is also insightful, sensitive and progressive in its approach. Is it possible to accomplish both gains? YES. And unfortunately, BCO, although I believe you are very well intentioned, you have only fulfilled one aspect of a good marketing campaign. This is catchy, but it's completely insensitive to the realities of a cancer diagnosis. It - in essence - diminishes the fright by suggesting it CAN be diminished. It also belittles what everyone goes through during a long road of treatment and speculation and fear for the future.
I believe you have found yourself a gimmick and can now pay your 'hired on contract' marketing person for the cuteness of it all. But it's a miss. Royally. Please challenge yourselves to find a striking marketing hook while advancing the whole arena of education and awareness building for the purpose of research and cure.
Everyday, companies acknowledge public backlash and withdraw campaigns with an apology. No one underestimates your need to raise corporate support; we appreciate it. But please hire a marketing person who understands. You are doing your own reputation a complete disservice every moment this campaign stays active. Do not undo the good you are doing.
2. Re: us. We are so insulted because of the emotional and physical investments we have made and continue to make each and every day. To see the scary Hallowe'en font and idea of 'removing fright' is basically an abomination which strikes us at the core. But let's forgive BCO for the slip up...they do good stuff. But BCO, you need to take this down to remove the hurt. It doesn't matter if this intended to raise funds. Corporations will respond to other approaches/branding.
I am not concerned about any effect this campaign could have on children. They don't know this is out there. But yes, I agree. Hallowe'en is a holiday. So is Christmas. Let's leave them alone and not trivialize the breast cancer experience.
Take the Fright Out Of? Sorry, I really am shaking my head.
1/11/2016 Whole-breast: Breast, Lymph nodes, Chest wall
6/23/2016, IDC, Right, 6cm+, Stage IIIA, Grade 3, ER+/PR+, HER2+ (IHC)
7/11/2016 AC + T (Taxol)
9/15/2016 Herceptin (trastuzumab)
11/28/2016 Lymph node removal: Right; Mastectomy: Right
12/20/2016 Femara (letrozole)