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“Are You Doing It?”® Campaign to Reach More Women at Risk for Breast Cancer

Jul 16, 2021

Women rely on their girlfriends for everything from romantic advice to emotional support to a straight answer about how a pair of jeans fits. We talk to each other about all the most important things — and that should include our risk of getting breast cancer, too.

A multimedia campaign that rolled out last month across Central Pennsylvania invites women to ask our friends: “Are You Doing It?”® The “it” in question is feeling your boobies to check for lumps. It’s the latest in a series of bold, attention-grabbing campaigns from the Feel Your Boobies® Foundation aimed at raising awareness of young women’s often-overlooked risk of breast cancer.

Feel Your Boobies® Foundation educates young women by prompting them to “feel their boobies.” Our slogan is our message. The Feel Your Boobies® call to action reminds young women to establish a habit that can save their lives and encourages them to share our call with their friends.

The FYB® message has never been more vital. Breast cancer diagnoses plunged by half, and mammogram rates dropped more than 60% during the pandemic. They have yet to rebound among women of color and women with lower income levels. To reach these at-risk groups, FYB® expanded our annual campaign to reach even more women in Central Pennsylvania through the stories of a diverse group of survivors.

Black women, women with partners in the military, Hispanic women and more have come together to urge other women to ask each other this vital question: “Are You Doing It?”® If you’re not, it’s time to start.

“Women must continue to be vigilant about the real risks of breast cancer,” says Feel Your Boobies® Founder Leigh Hurst, a breast cancer survivor. “Almost 80% of the young women under 40 diagnosed with breast cancer found their own lumps, so connecting with young women is critical.”

Last year’s “Are You Doing It?”® campaign targeting African American women generated more than 6 million impressions across the local media market and earned recognition from the Hermes Creative Awards, one of the world’s oldest and largest creative competitions. Successful fund-raising and grant applications allowed us to expand this year’s campaign to target a wider swath of women across even more counties: Adams, Berks, Dauphin, Cumberland, Lancaster, Lebanon and York.

“Fighting breast cancer requires greater awareness among women of all ages that they could be at risk, including women under age 40,” says Michele M. Reinert, CFRE, Executive Director of Breast Cancer Support Services of Berks (BCSS of Berks). “We’re thrilled that the Feel Your Boobies® Foundation extended this year’s campaign to include Berks County, where young women are listening to the organization’s vital message.”

So far, 3,700 new users have visited our campaign landing page at AreYouDoingIt.com, inspired by advertising across the region on billboards, bus wraps, Hulu and digital advertisements across Google Display video, TikTok, Facebook and other social media channels,

“I’m asking all my friends: ‘Are You Doing It?’® As a survivor, I know the critical importance of feeling your boobies. I want my friends, family and peers to know that one small step can save lives,” says BCSS of Berks communications coordinator Vanessa Shurley, a survivor featured in the “Are You Doing It?”® campaign. “I’m so glad FYB® is targeting more women under 40 throughout Central PA with this life-saving call to action.”

Hurst is available to discuss a range of topics related to breast cancer, breast cancer diagnosis and breast cancer awareness. She can also speak about why she wanted to expand our annual outreach campaign and on any cancer survival or diagnosis stories you have in the works.

Amid the challenges brought by 2020, Hurst and FYB® have continued to reach out to women with reminders to “feel their boobies.” Last October, Hurst launched her book, “Say Something Big: Feel Your Boobies®. Find Your Voice.”

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