It may be one of the most compelling and unique breast cancer campaigns in the country. Men telling the women in their lives, that if they love them, they’ll get a yearly mammogram. The approach, developed by Serve, which is the antithesis of the happy, warm and fuzzy, “pink” approach, instead uses guilt and fear to move women to schedule this potentially life-saving test. And it’s working. In Johnson City, Tennessee, the campaign led to a 12% increase in mammo’s at JCMC. And in Orange County, California, the campaign sponsored by Mission Hospital led to a 19% increase in mammo’s.
