According to studies, women in India spend twice as much daily time watching online content than men, and in an effort to increase awareness about breast cancer, ALTBalaji -- a video-on-demand app -- has launched a subtle 'Breast Buffer' campaign.
The initiative features a discrete symbol to remind women to self-examine for breast cancer stating "Don't forget to check yourself for breast cancer. To know more, visit the initiative section." The message becomes visible during "buffer" or slow Internet times. On average, buffer times have been reported to be 18 seconders long, which equates to 360,000 minutes a day for over 1.2 million female subscribers.
The Breast Buffer campaign was created by digital advertising agency Grey. It shows how internationally, many organizations have taken a vested interest in protecting consumers while also cultivating consumer loyalty.
Discrete Breast Cancer Initiatives
ALTBalaji Launched 'Breast Buffer' for Cancer Awareness
Trend Themes
1. Increased Awareness Initiatives - Opportunity for businesses to launch discrete awareness campaigns to promote important causes.
2. Targeted Messaging - Utilize specific times or scenarios to deliver targeted messages to the desired audience.
3. Utilizing Buffer Times - Leverage buffering moments or slow Internet speeds to engage users with important information.
Industry Implications
1. Digital Advertising - Digital advertising agencies can explore creative ways to deliver important messages to their target audience during buffering moments.
2. Healthcare - Opportunity for healthcare organizations to partner with digital platforms and raise awareness about important health issues.
3. Video-on-demand - Video-on-demand platforms can develop initiatives to deliver discrete messages during buffering periods, fostering consumer loyalty while promoting social causes.