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.

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