Case Studies




Industry: Non-Profit Organization
Location: Chicago, IL
Customer Since: 2014
Use Case: Brand Awareness Study

www.brightpink.com

About:

Bright PinkĀ® is the only national non-profit organization focusing on the prevention and early detection of breast and ovarian cancer in young women, while providing support for high-risk individuals. Their mission is to save women's lives from breast and ovarian cancer by empowering them to live proactively at a young age. Through their education and support programming.







Challenge:

Bright Pink strives to be a dependable resource for educating young women on the prevention and early detection of breast and ovarian cancer. To increase awareness of this valuable resource, the organization needed to obtain a baseline measurement of awareness, associations and perceptions of the Bright Pink brand and its mission. Bright Pink also needed to gain a deeper understanding of young women's breast and ovarian health knowledge and understanding, including risk factors and reduction techniques to better equip young women with increased knowledge and understanding in this field.

Solution:

Bright Pink hired AYTM to conduct a statistically significant 10-minute web-based survey to their target audience of women age 18 to 44 who reside in the United States. Bright Pink's research objectives were clear - obtain a baseline measurement of their brand awareness in contrast to other similar non-profit organizations and measure sentiment, perception and general attitude and behavior toward the Bright Pink brand - both mission and visual identity. AYTM was able to design the research, field the survey, collect the data, and run a full analysis.

Results:

This study yielded several key insights that allowed Bright Pink to understand awareness and perceptions of its brand as well as women's baseline knowledge of breast and ovarian health. While national awareness of the Bright Pink brand is relatively low, the name and logo are readily interpreted as related to breast health. Moreover, Bright Pink's brand and visual imagery are perceived as modern and youthful, and its mission is perceived as important to women. Finally, results suggest that there is room for education efforts, as many women are uninformed or misinformed about several key aspects of breast and ovarian health. With these insights Bright Pink is well positioned to create a marketing strategy that will promote brand awareness and inform young women about breast and ovarian cancer to better serve the Bright Pink mission.