Event Overview
GH Goes Pink is an event that started in 2014 and has been done annually every October ever since. The main purpose of GH Goes Pink is to make people breast aware and understand the importance of supporting and showing awareness for breast cancer. When I became President of GHAMA in 2018, I decided to emphasize this in-person event more onto social media, by promoting the hashtag #ghgoespink and doing a social media contest.
Project Type
Awareness Event
Role
President of the Guelph – Humber Advertising & Marketing Association (GHAMA)
As a student society, my team and I measure success for that event by keeping track of how many students are stopping by the table booth and engagement on social media. Unfortunately, due to the University of Guelph – Humber Policies, we do not have clearance to collect donations. Therefore the main goal was to promote awareness for the cause at the University of Guelph – Humber.
Skills Demonstrated
Event Planning, Social Media Advertising & Analyzing Digital data
Event Objective
- To have 5% of students from the Univerisity of Guelph – Humber (GH) to wear pink on the day of the event to bring awareness to Breast Cancer awareness
- Participants to take part in a competition (2 winners) at (GH) North Atrium
- To have engagement on Instagram and Twitter
- Have people use the photobooth (set up beside booth)
- Treats exchanged for a bonus follow ( tag a friend on a GH Goes Pink post)
- Take part in the balloon drop
Awareness Strategy: Social Media Contest
To get the Guelph Humber and Humber community involved in this event a contest will be held online where students have to attend GHAMA’s booth to learn about Breast Cancer, and share their support on their social media account with the hashtag #ghgoespink
Contest Requirements:
- Repost GHAMA’s post on IG story on their story
- Follow & tag a friend under IG post
- On the day of event, pick up a treat
Types of Promotion
- Social Media Advertising
- Print Flyers & Banners
- Personal Selling (GHAMA members took on the roles of being ambassadors in giving mini flyers to students for them to participate in GH Goes Pink)
Evaluation:
Resulted in an almost 150 per cent increase in post engagement over the previous year.
Social Media Analytics:
The social media platforms that were prime are Snapchat and Instagram. These platforms are where over the past two years I’ve witnessed much gain in analytics.
Reflection
During the two years that the Guelph – Humber Advertising & Marketing Association (GHAMA) and myself hosted GH Goes Pink, I believe that my team and I fulfilled the challenge of raising Breast Cancer Awareness online while targeting University of Guelph – Humber students.
Besides this accomplishment, my experiences with this event have allowed me to understand awareness campaigns further when done strategically have the potential to be recognized in targeted users through the use of repetitive symbols or icons, consistent colour theme, and core message. Due to this, I believe that it is vital for any future of any physical awareness event to have social media advertising included in their promotion, just like print, radio or television advertising.