New 360-Degree Campaign Launches October 1 for Breast Cancer Awareness Month,
Inviting Women to Share and Post Mammogram Dates to Promote Early
Detection
NEW
YORK, Oct. 1, 2024 /PRNewswire/ -- OUTFRONT
Media (NYSE: OUT), one of the largest out of home (OOH) media
companies in the U.S., has partnered with MaleRoom Founder and CEO
Mindie Kaplan and Imerman Angels to
launch a bold new early detection campaign for Breast Cancer
Awareness Month.
The Million Mammogram Challenge is a new movement kicking off on
October 1, 2024, that aims to change
the narrative for young women around shame, celebrating their
femininity and early detection. The campaign will encourage
women to schedule and share their mammogram dates at
millionmammogramchallenge.com.
Said Kaplan: "The Million Mammogram Challenge will save
lives and change narratives. I'm incredibly grateful to OUTFRONT
for daring to do something different together!"
The creative – designed by OUTFRONT Studios, the company's
internal creative agency – features a stunning photo of
Mindie Kaplan with the headline
"Cancer Isn't the Star of My Story"
that will be shown on OUTFRONT OOH signage across the country, from
billboards in major metropolitan areas – including one of the
largest billboards in Times Square – to New York City's MTA transit system. The
transit ads will be equipped with QR codes that link to the above
website.
"We are absolutely thrilled to partner in this important
campaign and are confident that the power of our medium will ensure
that the message reach millions both directly and through social
channel amplification," said Jodi
Senese, Executive Vice President, Chief Marketing Officer at
OUTFRONT Media.
The photo was taken by photographer Tom
Kubik six months after Kaplan's double mastectomy, to
commemorate the halfway point of her surgeries. Liberating and
empowering, she posted the image on her personal Instagram to
challenge followers to post their mammogram dates, and was shocked
to see how many then scheduled long-overdue exams. This experience
emboldened her to launch the nationwide Million Mammogram
Challenge.
The OOH campaign will be amplified on social media via OUTFRONT,
Imerman Angels and Kaplan's social channels, with other social OOH
(#sOOH) opportunities in process with influencers and
other cancer survivors.
In addition to the OOH campaign and the above website, there
will be an event in Times Square on October
1 to kick off the Challenge, and an industry panel
discussion – "Rewriting the Narrative: Reframing Breast Cancer
Awareness" – at the Female Quotient's Equality Lounge® @
Advertising Week in New York on
October 9.
These will also be supported by a special episode of Kaplan's
"MaleRoom" dating podcast, featuring other cancer survivors talking
about their experiences, and a short-form documentary film "The
Million Mammogram Movement" is in development, with award-winning
director Cheryl Miller Houser. By
talking about and normalizing the shame around breast cancer
surgery and dating, Kaplan aims to change the narrative and create
awareness, community and a movement for women to embrace their
transformed bodies.
"Knowledge is power. And knowledge earlier is always better.
Empower yourself and others, and let's work together to find and
stop cancer before it takes too many of our lives, by making a
pledge to get checked at millionmammogramchallenge.com," said
Jonny Imerman, young adult
testicular cancer survivor and co-founder of Imerman Angels and
CLOZTALK. "Plus, if you know someone who already has cancer, please
tell them about Imerman Angels (ImermanAngels.org), the
largest mentoring program for cancer families, where someone with
cancer will be introduced to another person who has already
experienced the same cancer, as a mentor, or big brother or big
sister, to support with friendship, knowledge and experience.
Always free."
Imerman Angels is a global organization that
provides free personalized one-on-one cancer support for cancer
fighters, survivors, previvors and caregivers. It was founded by
cancer survivor Jonny Imerman and a group of like-minded
advocates and supporters, created on the belief that no one should
have to face cancer alone and without the necessary support. Since
2006, Imerman Angels has made over 34,000 matches in more than 110
countries and facilitated endless honest conversations about living
with cancer.
MaleRoom is a media brand founded by Kaplan and featuring
content by men for women to get inside the mind of the opposite
sex. This podcast, video and event series launched in February and
has recently been featured in People, the New
York Times and Cosmopolitan. Kaplan was previously with the
Chicago Sun Times as creator of the video series, "Happy Hour with
Mindie" where she interviewed big names in the start-up world,
sports, music and culture. She is also VP of Innovation
at MediaMint, which acquired her company Rated VR, a virtual
and augmented reality agency that she founded to specialize in
content and product innovation for Fortune 500 brands. She has more
than a decade of experience in digital media, tech and
branding.
About OUTFRONT Media Inc.
OUTFRONT leverages the power
of technology, location and creativity to connect brands with
consumers outside of their homes through one of the largest and
most diverse sets of billboard, transit, and mobile assets in
the United States. Through its
technology platform, OUTFRONT will fundamentally change the ways
advertisers engage audiences on-the-go.
*Website references included in this press release have been
provided as a convenience, and the information contained on such
websites is not incorporated by reference into this press
release.
OUTFRONT Media Contacts:
Matt Biscuiti
The Lippin Group
212-986-7080
outfront@lippingroup.com
Courtney Richards
OUTFRONT Media
646-876-9404
courtney.richards@OUTFRONT.com
Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com
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