Perception of breast cancer survivors of the advertising campaign "Help us make breast cancer disappear"
DOI:
https://doi.org/10.20318/recs.2022.6232Keywords:
breast cancer, phenomenology, qualitative research, social promotion, advertisingAbstract
Introduction: There is a growing trend for brands to address social issues and, based on this, consumers generate different perceptions. Aim: To analyze how women who have overcome breast cancer perceive the advertising campaign “Help us make breast cancer disappear” by Oncosalud. Methodology: The approach was phenomenological. The semi-structured interview technique was used, in which the perceptions of fifteen women who overcame this disease were analyzed. Results: The results indicate that breast cancer survivors perceive advertising positively on this topic. They demand that, if the brand is to carry out a campaign on such a sensitive issue, the message should be developed as neatly as possible. Conclusions: Their difficult life experience as cancer patients gives them a very particular vision about what should be shown in the audiovisual messages as well as through social media.
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