McCann Workgroup Indonesia has released a campaign for Starbucks to create awareness about breast cancer. There is high incidence of breast cancer in Indonesia, however, in a relatively conservative culture, it is still taboo to discuss it, resulting in sufferers accessing treatment too late, and not getting the support they need.
“McCann was very fortunate to partner with Starbucks for this important cause. With the idea, #pinkvoice, Starbucks encourages women to break their silence. Having an open conversation is really the beginning of the solution,” said Vishal Mehta, Managing Director, McCann Worldgroup Indonesia.
The campaign features the popular Indonesian actress and advocate of breast cancer awareness, Chelsea Islan, in a video that is running on Instagram, YouTube and Facebook. She, along with prominent breast cancer survivors, encourages Indonesian women to break the silence on breast cancer.
Starbucks has also collaborated with a local non-profit organization, “Love Pink Indonesia”. To celebrate October being the official global Breast Cancer Awareness Month, Starbucks offered special handcrafted pink beverages and donated 10% from every pink drink purchased to Love Pink.
Roger Tongeren, CMO, Starbucks Indonesia added, “Starbucks hopes that these Pink beverages will help to raise awareness of breast cancer. McCann has developed an exciting campaign to convey a very important message by turning our stores Pink and sparking the conversation on this vital health issue. We are very pleased to see that all the responses from both our customers and our partners have been very encouraging.”