Keep A Breast’s target audience was motivated by a desire for individual exploration, freedom, independence, creativity, and personal growth. They tend to be more eco-conscious, positive and connected.
To reach them, we collaborated with partners such as Roxy and Emergen-C. Together, we went on a bus tour stopping at college campuses across the country. We gave away flip-flops and samples, but more importantly, we had a doctor onboard educating young women about the importance of breast health and self-examination. Through such strategic partnerships with the surf and health industry, Keep a Breast instantly became relevant to students, and gave us a platform to educate them in a meaningful way. You can still find the Keep A Breast Traveling Education Booth that touring the U.S. going to music festivals, action sports events and fashion gatherings.
To garner additional awareness, we aligned with influencers such as yoga experts to make the connection between mindfulness, cancer prevention and overall health. We helped to launch the Non Toxic Revolution, a movement in revolt to harmful toxic chemicals. And we used real young breast cancer survivor stories to bring it all together and communicate the importance of prevention in a balanced way.