Boomtown Creates Thought-Provoking Breast Cancer Awareness Campaign


Boomtown’s breast cancer awareness campaign for South African poultry producer, Sovereign, was rolled out on digital platforms and in-store using tactically placed wobblers in food aisles, eye-catching on-pack stickers, and T-shirt stickers for customers to show their support for breast cancer awareness.

An illustrated breast check tutorial, fun Facebook frame and competition were rolled out on Sovereign’s social media platforms.The campaign successfully reminds women that checking their breasts is a top priority. The annual Sovereign breast cancer awareness campaign not only raises general awareness but also funds for the non-profit, public benefit organisation PinkDrive. Now in its third year, Sovereign donates R1 for every 1kg of Country Range chicken breasts purchased by consumers at Spars throughout the Eastern Cape and Food Lover’s Markets in Gauteng to the PinkDrive.

Boomtown graphic designer, Danelle Claassen said, ’With this campaign, we wanted to create thought-provoking ideas and visuals to raise awareness. We aimed to make the consumer stop, look and think. We addressed this very serious topic with fun and quirky messaging and visuals, that would make people ask, ‘What is a Worry Boob?’

Boomtown first approached Sovereign with the idea of creating educational awareness during breast cancer awareness month, while driving sales in-store over the years. The ‘Don’t be chicken, check them’ campaign was based on the insight that women are often too scared to check their breasts because they are worried about what they might find. Overall, the campaigns were a huge success resulting in Sovereign donating R55,000 in the first year and R187,000 in the second, a 300% growth in donations to PinkDrive. 

‘With Covid-19 being the main health concern and point of focus this year, women are not visiting their GPs or clinics, and are not going for their regular health check-ups, leaving their health at the wayside. ‘Be a Worry Boob’ brings women’s health back into focus, reminding women what is still important: checking their breasts for signs of breast cancer,’ said Boomtown’s digital copywriter, Liesl Silverman. 

‘By asking people if they are worried about the right things, we are urging them to get their priorities straight, and make sure checking their breasts is top of their list. The ‘Be a worry boob’ messaging is a call to action for all women, be they mothers, daughters, sisters, friends, cousins, aunties and colleagues,’ added Claassen.