Use Real-Life, Emotionally Engaging Social Media Campaigns to Mobilize Messages
- amnielsenauthor
- Aug 1
- 3 min read
Generate Ethical, Meaningful Messaging in Breast Cancer Awareness Campaigns
October is National Breast Cancer Awareness Month. In Strategic Social Media: From Marketing to Social Change, Mahoney and Tang present a case study of a Facebook breast cancer meme. The meme became popular in 2010 and aimed to raise awareness of breast cancer. Women were asked to post a secret message: how long it takes you to do your hair in minutes, followed by the word “inches.” So, women were posting Facebook statuses like, “Ten Inches.” Or, and I remember this one, post “I like it” and where you put your purse after you get home from work. A woman might post to her Facebook status: “I like it on the floor after I walk through the door.”
Unfortunately, many people didn't know what these secret, silly messages meant. Also, the messages were not linked to real-life action (here's what you can do to make a difference) or information (here's where you can learn more). Not only that, the messages carried a sexual connotation and were meant to be silly.
But there's nothing funny about breast cancer.
Imagine you are a forty-year-old woman, a wife and a mother, who has just been diagnosed with highly malignant breast cancer. You’re terrified. Every minute of every day is a struggle. You’re vacillating between fear that your life is over and surges of hope. How do you think this woman would feel about seeing a message on Facebook about breast cancer awareness that says, “I like it on the floor when I walk through the door?”
She’s going to feel hurt and angry.
It’s not a joke.
When it comes to something as serious as breast cancer, ethical, tasteful, and considerate messaging is essential.
A Story to Share
One of my friends and co-workers, Marge, was diagnosed with breast cancer. She underwent bilateral radical mastectomies, chemotherapy, and radiation.
One day, we went out to lunch to celebrate her remission status. She was happy, relieved, and hopeful.
She said, “You know, once they took my boobs away, I realized how big my belly was.”
I laughed. Marge is a beanpole; she has always been a beanpole. The woman has no belly.
The point is that she had reached a stage in her illness where she could make jokes. Throughout most of her experience, she wasn't laughing too much.
Driving Engagement Through Action-Oriented Messaging
In Strategic Social Media: From Marketing to Social Change, Mahoney and Tang argue that social media awareness campaigns tied to practical, real-life mobilization efforts, such as volunteering, donating money, signing a petition, or sending a letter, are far more powerful than the silly-secret "diffusion" message campaigns mentioned above. Imagine a Facebook or Instagram post featuring a video of a person volunteering at a chemotherapy treatment center, interacting with a patient undergoing therapy, a patient with a family and a career and hopes, someone who tears up when asked about their experience, linked to a call-to-action button where viewers can donate to Breast Cancer Awareness/Research.
Which post would you respect more, "I like it on the floor after I walk through the door," or a video of someone volunteering and interacting with a patient at a breast cancer therapy center?
Interesting Facts:
Peter Criss, the original drummer for the rock band KISS, was diagnosed with breast cancer in 2008, survived, and has become an advocate for male breast cancer awareness. Check out this link for a recent article. https://people.com/kiss-peter-criss-says-beating-breast-cancer-was-a-miracle-11879896
1 in 8 women and 1 in 755 men in the U.S. will be diagnosed with breast cancer in 2026.
If caught and treated early, when the disease is localized and has not spread (in 66% of diagnosed cases), the five-year survival rate is >99%.
There are 4 million breast cancer survivors in the United States today.
In 2026, an estimated 42,140 women and 530 men in the U.S. will be diagnosed with breast cancer.
Recurrence rates are highest in the first few years after treatment.
If a woman’s mother, sister, or daughter was diagnosed with breast cancer, that woman has twice the risk.
Read the following article for more information: https://www.nationalbreastcancer.org/breast-cancer-facts/
Imaging credit: I used the AI tool offered by Wix.com
References:
Mahoney, Meghan L., and Tang Tang. Strategic Social Media: From Marketing to Social Change. Wiley Blackwell, 2017.
Kaplan, Ilana. "Why Former KISS Member Peter Criss Says Beating Breast Cancer Was A 'Miracle.'" People, 2026.
National Breast Cancer Foundation, Inc. "Breast Cancer Facts & Stats." Reviewed by Lilly D. Shockney, RN, BS, MAS, HON-ONN-CG, 2026.
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I really liked your point about the difference between simply spreading awareness and actually mobilizing people to take action. I focused on a similar idea in my own blog, especially around the misconception that going viral automatically means a campaign was successful. A post can receive thousands of shares or interactions, but if people do not understand the message or know what to do next, I question how valuable that engagement really is.
I also thought your example of showing a real person volunteering at a treatment center was a great contrast to the original breast cancer meme. Connecting the message to a real person and providing a clear action, such as donating or volunteering, gives the audience somewhere to…
Hi! I really enjoyed reading your blog post. I thought your personal story about your coworker added a meaningful perspective and reinforced why breast cancer awareness campaigns should be handled with care and respect. I agree that campaigns are more effective when they encourage people to take meaningful action instead of relying on confusing or humorous messages that may not educate the audience. Your point about connecting social media posts to opportunities for volunteering, donating, or learning more is especially important because it can turn awareness into real engagement. I also liked your comparison between the viral Facebook meme and a video showing the impact of breast cancer on patients and their families. Overall, your post highlights how ethical and…
Nice job unpacking why the 2010 breast cancer "meme" campaign fell flat. The original campaign had women posting cryptic Facebook statuses about hair-styling time or where they dropped their purse, and most people had no idea what any of it meant people feel like they've participated just by posting something, but nothing changes on the ground. Using Mahoney and Tang's framework to argue for campaigns tied to real action (volunteering, donating, signing something concrete), makes a lot of sense. It tracks with what a lot of public health communication research has found: specific, actionable asks tend to move people more than vague awareness-raising, no matter how emotionally resonant the message. The "Marge" story is a lovely, human moment, calling to…
Hi ,
I think your personal connections with Marge is exactly what I talked about in my own post. There are times for jokes and times for being serious and unless you or a person you know has been affected by breast cancer, or any type of illness, it's not a joke. My maternal grandmother died from ALS and when the viral "Ice bucket challenge" came onto the internet, we hopped onto the trend because my family knew the struggle of what it means to watch someone die from that disease. We were able to raise awareness, and continue to do so, because we loved someone with the disease. I really liked that you included recent articles and statistics at…