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Why lemons enjoy viral marketing status

It’s every communicator’s dream to reach viral status for their campaign.

In January, that happened to Worldwide Breast Cancer’s #knowyourlemons breast cancer awareness campaign. In just 3 weeks, the campaign reached over 166 MILLION people around the world.

How did they do it? They changed the picture of breast cancer into one that people loved to look at, learn from and couldn’t wait to share with others

That has never happened in breast cancer before. In part because, well, how do you show breast cancer when you can’t show breasts? And secondly, how do you make it visually interesting without getting grotesque or cliché?

Lemons. 12 Lemons to be exact •••

 

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