Starbucks, together with McCann Workgroup Indonesia, have released a campaign to drive breast cancer awareness. The campaign features the Indonesian actress and advocate of breast cancer awareness, Chelsea Islan, in a video that is running on Instagram, YouTube and Facebook. Along with prominent breast cancer survivors, Islan encourages Indonesian women to break the silence on breast cancer.
A press statement read that there is high incidence of breast cancer in Indonesia, however, in a relatively conservative culture, it is still taboo to discuss it. This results in sufferers accessing treatment too late, and not getting the support they need.
Meanwhile, Starbucks has also collaborated with a local non-profit organisation, Love Pink Indonesia. The coffee company has also created special handcrafted pink beverages in celebration of Breast Cancer Awareness Month. This will see it donating 10% from every pink drink purchased to Love Pink. The campaign runs through this week online and in-store.
Watch the spot here:
"Starbucks hopes that these Pink beverages will help to raise awareness of breast cancer. McCann has developed an exciting campaign to convey a very important message by turning our stores Pink and sparking the conversation on this vital health issue. We are very pleased to see that all the responses from both our customers and our partners have been very encouraging," Roger Tongeren, CMO, Starbucks Indonesia added.
“McCann was very fortunate to partner with Starbucks for this important cause. With the idea, #pinkvoice, Starbucks encourages women to break their silence. Having an open conversation is really the beginning of the solution,” Vishal Mehta, managing director, McCann Worldgroup Indonesia, said.