The document proposes a zero-cost campaign called "Protect Your Mom" to raise awareness about breast cancer screening through Facebook. The campaign would target students and harness their "pester power" to encourage mothers to do breast self-exams. It has already gained over 10,000 members and reached hundreds of thousands of people. Upcoming events proposed include a live contest at a Dubai venue to feature dances, songs and speeches by survivors to further spread awareness through social media.

1. Protect your Mom campaign

2. Executive summary
• A CAMPAIGN TO CREATE AWARENESS ABOUT
BREAST CANCER USING ONLY FACEBOOK!
• TARGET MARKET –STUDENTS
SCHOOLS AND COLLEGES
• STRATEGY- HARNESS PESTER POWER
IF STUDENTS CAN PESTER THEIR PARENTS FOR
iPHONES AND iPADs WE COULD MAKE THEM
PESTER THEIR MOMS TO DO SELF EXAMS.

3. CONT’DAAA
• USP-ZERO COST CAMPAIGN
• ORGANISATION- JUST ME AND MY DAUGHTER
– ASSISTED BY VARIOUS STUDENT GROUPS LIKE GLOBAL
YOUTH EMPOWERMENT MOVEMENT(GYEM) & THE
REPUBLIC(1800&8000MEMBERS RESPECTIVELY)
– FACEBOOK GROUP FOR EACH EVENT WITH CORE
MEMBERS
• PRODUCT – SELF EXAMS AND MAMOGRAMS.

4. ACHIEVEMENTS
• 10200 MEMBERS IN THE PROTECT YOUR MOM GROUP
• 3611 FANS AT ZERO COST
• TOP 5 NOMINEE –EMIRATES WOMAN AWARD 2011
• HAD UPTO 3000 PEOPLE TALKING ABOUT IT ON JUNE
1ST AT ZERO COST
• REACHED 833,193 PEOPLE DURING THE FIRST WEEK OF
JUNE,2012 ALONE
• ETIHAD AIRWAYS HAS BEEN SPONSORING 2 AIR
TICKETS AS FIRST PRIZE SINCE 2011

5. PRESS COVERAGE
MEDIA
• NEWS PAPERS
• Gulf News
• The national
• The Khaleej Times
• Gulf Today
• Panorama
• Xpress
• TV
• City 7 News
• ONE TV
• ZEE TV
• RADIO
• 103.8 (ARN NEWS NETWORK)
• OTHER MAGAZINES
• Emirates woman, Mother and child etc.
FREQUENCY
• 7
• 3
• 3
• 3
• 2
• 1
• 2
• 3
• 1
• 1
• 2
• 2

6. THE FIRST CONTEST

7. RESOURCES REQUIRED FOR THE FIRST
LIVE PYM CONTEST
• Trophies Dh 2000
• Certificates Dh1000
• Stage
• Lighting
• Sound
– Posters Dh 1000
– Refreshments
– Rent for hall
– PR for judges
– PR for press
– Event management
– (As per your budget.We
– Could have in Atlantis or
– DUCTAC)

8. WHY SUPPORT
• Live contest in DUCTAC or School Hall as per
budget
• Unique – Perhaps the first contest in the world
• Media- We have contacts with Gulf News,
Khaleej Times, National and City 7 TV
Reach all Schools and Colleges- Instant brand
awareness
• Banner –Entirely yours if budget permits
• VIP- Contacts with KHDA . Stars?

9. Why do we target students
• Targets students
– They grow up to be more informed adults
– Pester power is very powerful. They could pester
their Mom to do a self exam!
– They can be reached at zero cost
– They can communicate to other students through
dances, songs etc which could go viral
– Students are likely to listen to friends rather than
official sources

10. WHY IS PYM THE BEST CAMPAIGN
• While creating entries students would have to do a lot
of research thereby learning a lot.
• While getting their friends to like their entry, they will
be creating awareness. One poster was liked by 888
people , thereby spreading awareness.
• Students are likely to screen out doctors and official
messaged but not posters, dances and songs from
friends
• Friends are more powerful than official sources. Word
of mouth is more powerful than advertisements
• Mothers are more likely to listen to their children

11. WHY IS PYM THE BEST CAMPAIGN
• EDUCATES PEOPLE ABOUT BREAST CANCER IN
POSSIBLY THE BEST WAY THROUGH WORD OF MOUTH
AND PESTER POWER!
• CONTEST HAS ALREADY ATTRACTED EXCELLENT
ENTRIES WHICH COULD VIE WITH PROFESSIONAL
ADVERTISEMENTS.
• UNIQUE PR OPPORTUNITY TO CREATE AWARENESS
THROUGH SONGS ANDDANCE FORMS WHICH WILL
RECEIVE THE ATTENTION OF WORLD MEDIA
• HAS CAPTURED THE IMAGINATION OF YOUTH .16 BOYS
HAVE ALREADY GONE BALD.
• HAS EXCLUSIVE STORIES FROM ACTUAL SURVIVORS

12. PROGRAM-
Dance by 8 year old Aaditya-
choreographed to create awareness-
WINNER 2012

13. Song by Jay Ceylon-winner 2012,
Herriot Watt Univ

14. Flash mob by Dubai Gems

15. DANCE BY SURVIVORS- 2012

16. AWARD TROPHIES AND CERTIFICATES
The only campaign with 8 year olds supporting it

17. Girls can donate hair

18. Some PYM events.
Boys can go bald again

19. 2 nd Pink walkathon ,India 2012

20. • DON’T MISS THIS UNIQUE OPPORTUNITY TO HIT THE WORLD
HEADLINES!
• FLASH MOB
https://www.youtube.com/watch?v=pSqsNKkEwKs&feature=player
_embedded
• Aaditya ‘s dance http://www.youtube.com/watch?v=zzuw6nGik-
Q&feature=youtu.be —
• Autoplay all other entries at
http://www.youtube.com/playlist?list=PL1291F4367CE417DE&feat
ure=mh_lolz
• MORE PICTURES AT
https://www.facebook.com/protectyourmom/photos_albums