Samsung launches ‘Everybody’s Doing It’ campaign to fight breast cancer

Samsung Electronics Europe has launched ‘Everybody’s Doing It’, an online campaign and website which is a call to action encouraging women in Europe to check for breast cancer and prevent the disease from spreading.

By visiting women can find an instant community of support, a place to make pledges to raise further awareness and a place to view or forward a short viral movie, called Everybody’s Doing It, containing footage of eight women whose lives have been affected by breast cancer. The viral is intended to reach over 400,000 women, more than the number who are diagnosed with breast cancer in Europe every year.

Samsung has also launched the special edition N130 Netbook and S5230 Tocco Lite mobile phone to support Breakthrough Breast Cancer, the UK’s leading charity committed to fighting breast cancer through research, campaigning and education. Ten pounds from each product sold will be donated to the charity.

Two of the women who feature in the viral are Amanda Jones, a 67 year old British woman whose daughter Rebecca died of breast cancer at the age of 33, and Emily Holt, aged 29, who was diagnosed last September.

Jaesun Yeon, 30, is a Samsung employee who has appeared in the viral. “I took part because a good friend is going through chemotherapy.

“I met some amazing women on the shoot, including Simone Francis who had a breast cancer scare when she was only 17. Social media and blogging has been a hugely important way for these women to talk about breast cancer and to tell others to check themselves, no matter what age they are. What Samsung has done, is to create a powerful online platform to spread this message across Europe.”

Ines Van Gennip, head of CSR at Samsung Electronics Europe, added: “It’s so important that global brands such as Samsung use their influence to give women who advocate breast cancer awareness an even louder voice. This isn’t a disease that only affects older women, it can touch women of all ages and as many people as possible need to know.”

More than 400,000 women are diagnosed with breast cancer in Europe each year. With support through Facebook, YouTube, Flickr and Twitter, the ‘Everybody’s Doing It’ campaign aims to reach at least this many women in Europe. This level of awareness could help save many lives not only in Europe but across the globe.

Samsung’s ‘Everybody’s Doing It’ campaign will culminate with a magical, garden-themed pop-up Celebratory Party inside the atrium at the London Westfield Shopping Centre on 15 October: Samsung’s European Breast Cancer Awareness Day. On this date, the women who appear in Samsung’s viral campaign plus celebrity guests, will gather at the Westfield Centre and make their own pledges to further raise awareness of breast cancer to as many people as possible. From the 16 until the 18 of October, the Samsung Pink Ribbon pop-up will be transformed into a shopping haven for everyone to visit.

In 2008, Samsung donated $3 million to Breast Cancer Charities across Europe and announced a multi-million dollar five year pledge to support breast cancer charities in Europe. Samsung’s campaign provides vital support for breast cancer awareness, prevention, campaigning and fundraising.

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