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allied
academies
February 25-26, 2019 | Paris, France
13
th
World Cancer Congress
Journal of Medical Oncology and Therapeutics | Volume 4
Marketing Innovation: A cure for Cancer – A case study from South America
Samantha Gooden
Guyana Cancer Foundation, Guyana
T
he Guyana Cancer Foundation (GCF) operates in South
America with freemedical outreach in high-risk, low income
communitiesmany of which are in the remote Hinterland areas.
However, cancer is a taboo in this South American country, even
those who are fighting the disease are unwilling to talk about
the condition. In 2017 there was a huge boost in breast cancer
awareness when the major telecommunications company
partnered with GCF to raise funds and awareness. The month
long #PinktoberGuyana Campaign raised over GYD$4.7M and
attracted 6,000+ to a single venue for the first and largest walk/
run event of its kind in the country.
The approach to marketing focused on social consciousness and
social cohesion and unified the racially diverse nation around
the cause thereby establishing this event within the national
conversationandonthenationalcalendar.Throughcollaboration,
ScotchBonnet, themarketing agency behind#PinktoberGuyana,
created a platform for increased treatment opportunities and
increased dialogue between NGOs, the private sector, the public
sector, Oncology enthusiasts and others. Scotch Bonnet seeks
to pool the knowledge from the 2018 event, which attracted
30,000 people, and augment the learning with current trends,
innovations and contemporary marketing methodology. It came
up with a theme “Marketing Innovation: A Cure For Cancer – A
Case Study from South America”.
e:
samantha@scotchbonnetltd.com