On a pink missionHealthcare News | Oct 17, 2012

To support experts and healthcare professionals in the early detection of breast cancer, Siemens created its “Turn your city pink!” global awareness campaign. During the campaign, which started in October 2011, participants could submit pictures and videos of their ”pink actions” to the campaign’s website and Facebook page through a “PinkCity” App for mobile users.

Ten countries in four months
In addition to the online component, the campaign also included a “Pink Ambassador,” 27-year-old Tina Kirner, who toured the streets of the world’s cities to further turn them pink. Tina traveled to ten countries in just four months. Equipped with a pink backpack full of pink accessories and a digital camera, she took more than 10,000 pictures of participants during her trip to the Netherlands, Denmark, Spain, Singapore, South Africa, Australia, USA, Colombia, Chile, and Brazil. Some participants were affected by the disease themselves and appreciated the positive approach by Siemens. While working to convince passersby to contribute to the campaign, Tina also used the opportunity to inform them about breast cancer risk factors and the need for early detection.

For each submission on the website, Siemens donates USD$5 to a breast cancer organization. The campaign’s Facebook fan page proved to be a successful channel to get in touch with the public and inform them about the disease and the importance of early detection.