Starbucks Indonesia is encouraging women to break their silence about breast cancer in a bid to generate awareness of the disease in a new campaign.
The #pinkvoice campaign aims to shine a light on Indonesia’s conservative culture, where many find it taboo to discuss the disease. This silence is resulting in sufferers accessing treatment too late, and not getting the support they need.
Starbucks has collaborated with a local non-profit organisation, “Love Pink Indonesia” and McCann Workgroup Indonesia to create the campaign, which is running on Instagram, YouTube and Facebook and features Indonesian actress and advocate of breast cancer awareness, Chelsea Islan.
As part of the campaign Starbucks is selling special pink beverages, with 10% from every pink drink donated to Love Pink.
Roger Tongeren, CMO, Starbucks Indonesia, said, “Starbucks hopes that these Pink beverages will help to raise awareness of breast cancer. McCann has developed an exciting campaign to convey a very important message by turning our stores Pink and sparking the conversation on this vital health issue.
Starbucks recently partnered with Lady Gaga and her Born This Way Foundation for The Cups of Kindness campaign which aimed to promote kindness in the US and Canada.