Pink October – media analysis of companies’ support in the fight against breast cancer

October, as the International Breast Cancer Awareness Month, is celebrated in many countries around the world in order to draw attention to its prevalence and raise awareness of the importance of prevention and early detection of the disease. Data from the Institute of Public Health “Dr Milan Jovanović Batut” show that an average of 4,204 newly diagnosed women from this type of malignant tumor are registered in Serbia every year, of which 1,653 die on average.

In this period, years ago, in addition to the words of experts, the actions of numerous associations, organizations and health institutions, companies also make a significant contribution through their socially responsible campaigns. On that occasion, the “Clipping” agency followed the media announcements in October about the support of companies operating in Serbia in the fight against breast cancer. The analysis showed that out of the total number of media announcements about breast cancer, 13% were about the support of companies for the most common malignant tumor in women. Divided by type of media, the largest number of texts was recorded on Internet portals (76%), followed by the press (17%) and electronic media (7%).

The analysis of media content shows that according to the number of media appearances on this topic, the top 5 companies are: Grand kafa (32%), Galenika (23%), Avon (22%), Triple Jump Group (Lindex) (9%) and L ‘ Oréal Balkan (7%).

The media reported that in cooperation with the Institute of Public Health of Serbia “Dr Milan Jovanović Batut”, the Ministry of Health and the B92 Fund, Grand kafa conducted a campaign “Let’s have time for an examination” in order to educate women about the importance of preventive examinations. With the action #RozeOktobar, Galenika and the Panthenol brand drew attention to the importance of prevention and regular self-examinations, because early diagnosis is the key to healing and recovery. As part of the “Give the pedal to cancer” campaign, a regional support bicycle ride was organized on October 3 in more than 30 cities in Serbia, Croatia and Slovenia. The central event was held in Belgrade in Knez Mihailova Street with the great support and partnership of the companies Avon, Roche, TC Rajićeva, SC Kočović and Vinarije Grabak.

Data from the analysis show that companies most often expressed their contribution through various donations (56%). The media reported that the company Avon announced a donation to the B92 Fund worth over 1.4 million dinars in cooperation with the “Dr Milan Jovanović Batut” Institute. The donation was used for the costs of operating a mobile mammogram with the aim of providing free examinations and encouraging early diagnosis in women older than 45. The mammogram was placed on Kalemegdan and will work until November 14, 2021. From every Panthenol product purchased during October, the company Galenika set aside 20 dinars for a donation and assistance to the Institute of Oncology and Radiology of Serbia. Triple Jump Group, the franchise partner of the Swedish brand Lindex in Serbia, for the seventh year in a row in the Lindex Pink campaign, in the period from 1 to 14 October, donated 10% of sales revenue from the complete Lindex range of Women and Women’s Underwear to the Institute of Oncology and radiology of Serbia. Of the total share of company engagement in the fight against breast cancer, the analysis showed that 34% are educational campaigns. In addition to the significant educational engagement of Grand Cafe, the media reported that the company Dunav Osiguranje provided support to a caravan called “Be Brave”, which is touring Serbia on the occasion of Breast Cancer Awareness Month, with the aim of raising awareness of the importance of prevention and free checkups.

Based on media coverage during October, we can conclude that companies in Serbia have contributed, both through donations to provide equipment necessary for early diagnosis, and through awareness raising and educational programs on the importance of regular checkups, appealing that early detection of the disease possibility of complete cure in 90% of cases.

Text author: Clipping Belgrade


Source: PORTAL by marketingmreza.rs.

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