Black women in the US are 40% more likely to die from breast cancer than white women. To address the unacceptable disparity in breast cancer mortality rates, breast cancer organization Susan G. Komen and the Ad Council, have introduced ‘Know Your Girls,’ a national campaign to educate and inspire black women to understand their risk for breast cancer and take charge of their breast health.
A recent study found that while 92% of black women agree breast health is important, only 25% of women have recently discussed breast health with their family, friends, or colleagues and only 17% have taken steps to understand their risk for breast cancer. Also, black women are more likely to be diagnosed with breast cancer younger, at later stages and with more aggressive forms of the disease, limiting treatment options.
The ‘Know Your Girls’ campaign encourages black women, ages 30-55 years old, to treat their breasts with the same attentiveness and understanding they share with the important women in their lives.
The campaign video, created pro bono by creative agency Translation, features vignettes of a woman at key moments throughout her life. At each occasion, she is surrounded by her girls, the friends and family who have always been her source of support and strength. At the end, the woman reveals that the “girls” who have been with her in every single moment of her life, her breasts, are in fact the ones she might know the least.
The campaign includes TV, radio, print, out-of-home, and digital PSAs which direct women to KnowYourGirls.org.
Client: Susan G. Komen
Director: AV Rockwell
Music: Alicia Keys, You Don’t Know My Name.
Partners: Coming to America actress and breast cancer survivor Vanessa Bell Calloway, who provides the voiceover for the PSAs, celebrity stylist June Ambrose, actress and comedian Regina Hall, E! News co-anchor Zuri Hall, 2 Dope Queens co-creator and actress Jessica Williams, singer-songwriter, producer and actress Michelle Williams, and comedian and actress Kym Whitley; as well as digital creators Black Moms Blog, Ebony from Team2Moms, Glamtwinz: Kelsey & Kendra Murrell, Jade Kendle, Tianne King, Megan “Megz” Lytle and Jayla Watson. Facebook has signed on to support the campaign through donated media and a partnership with their Creative Shop. WWE will support the campaign through its global media assets including TV, digital and social media. Several media partners have also made commitments to the Know Your Girls campaign prior to launch including Aspire TV.