Wednesday, October 7, 2009

Everybody's Doing It

In Europe each year, 130,000 women die from Breast Cancer. This year Samsung Electronics Europe have pledged to help reduce that number.

Samsung has launched the 'Everybody's Doing It' campaign, an online campaign encouraging women in Europe to check for breast cancer and prevent the disease from spreading. The campaign microsite is a place where women can find an instant community of support and a place to view or forward the above viral movie called 'Everybody's Doing It'. The campaign is aiming to reach over 400,000 women, which is more than the total number that are diagnosed with breast cancer in Europe every year.

The video utilises simple yet stark imagery of each woman holding their arms across her chest, their gaze fixed on the camera as it pans around. The video ends with the message 'Everybody's Doing It: Join us on October 15th 2009'. October 15th is the date that has been chosen for women to be breast aware and to pledge to raise awareness for breast cancer.

Jaesun Yeon, a 30 year old woman featured in the video, is a Samsung employee. She said, "I took part because a good friend is going through chemotherapy. I met some amazing women on the shoot, including Simone Francis who had a breast cancer scare when she was only 17. Social media and blogging has been a hugely important way for these women to talk about breast cancer and to tell others to check themselves, no matter what age they are. What Samsung has done, is to create a powerful online platform to spread this message across Europe."

Ines Van Gennip, head of CSR at Samsung Electronics Europe added: "It's so important that global brands such as Samsung use their influence to give women who advocate breast cancer awareness an even louder voice. This isn't a disease that only affects older women, it can touch women of all ages and as many people as possible need to know."

The campaign also utilises Facebook, YouTube, Flickr and Twitter. For more information visit

--- Up Date ---

As part of the campaign, Samsung has donated its famous Piccadilly Circus Screen to aid the promotion of the campaign.

The 60inch LED screen located in the heart of Piccadilly Circus will run the campaign viral video, reinforcing the campaign call to action, ‘tell all the women you know to visit'. This will be the first time it has ever been used to promoted a non-product campaign.

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