Date

12-2012

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

The following study investigates how to develop and maintain a health outreach program in order to make a behavior change in participating in the breast cancer movement. The number of women becoming affected by breast cancer is increasingly growing, and the students who developed the Making Strides Against Breast Cancer Campaign saw the need to raise awareness of this disease on campus and in the community. The campaign’s focus was to create and publicize an outreach event called Rock the Tatas, a fundraising concert to support the fight against breast cancer. With scholarly research, the design of the campaign attempts to strategize cause-related marketing to benefit the community, as well strives to change the corporate stigma associated with the breast cancer culture. This paper addresses the need for breast cancer awareness programs and campaigns targeted for college students to participate with community members, as well as the ways in which public relations can be utilized in the stated campaign. The importance of breast cancer awareness is addressed, and explained are the issues that may arise with sensitive audiences such as breast cancer survivors and diagnosed patients. There is a focus on properly using cause-related marketing to effectively communicate a positive message to the public.