Hanes Encourages Women to Talk Detection with Mammogram Monologues

Apparel brand Hanes has partnered with the National Breast Cancer Foundation for Breast Cancer Awareness month and its Mammogram Monologues initiative. The program invites women to share their mammogram stories and seeks to promote early detection by making mammograms seem less scary.

In Mammogram Monologues, Hanes has teamed up with four mommy bloggers – Danielle Smith of Extraordinary Mommy, Ronnie Tyler of Black and Married With Kids, Mary Fischer of The Mommyologist and Colleen Padilla of Classy Mommy. These bloggers are sharing their so-called mammogram moments to inspire women to feel more comfortable discussing early detection measures, Hanes says.

“We wanted to really try a fresh new way to get women thinking about mammograms specifically and what they can do to fix their health,” says David Robertson, director of marketing at Hanes. “We want to treat it respectfully, but also a little lighthearted, so women will engage in it.”

Three of these bloggers have shared their stories to date, but only two – Smith and Tyler – are featured on Hanes’ Facebook page as of October 25. According to Hanes, Fischer’s post will follow the week of October 28.

In addition, Hanes is asking other women to document their experiences on its Facebook page, as well as by using the hashtag #HanesPink on Twitter and Instagram.

According to Hanes, the campaign has reached nearly 6 million people on Facebook and Twitter.

However, as of October 25, its two Facebook posts have a combined total of about 12,000 likes and 100 comments. In addition, 50 tweets have been tagged with #HanesPink on Twitter and two posts have the #HanesPink hashtag on Instagram.

Also as of October 25, Smith’s video has 162 views; Padilla’s has 48 views.

“One of the things that we know is an issue is that early detection makes such a huge difference in long-term survival, yet women are uncomfortable with the idea of getting a mammogram,” Robertson says.

“Mammogram Monologues came from trying to really encourage women to get mammograms by taking away some of the potential concerns about it being uncomfortable or maybe a little scary to go through by having these bloggers telling their stories. They’re going through it and it’s really not that bad after all and well worth it for the comfort of knowing you’re able to address a potential issue early.”

This is the third year Hanes has teamed up with NBCF during Breast Cancer Awareness Month, but the first for Mammogram Monologues.

“It’s just that it’s something that we found is really important to our consumers. That’s why we continue to support the cause,” Robertson says.

Related reading

Digital marketing strategy for business
A black Aston Martin DBS 2009.