The Cancer Association of South Africa (CANSA) KwaZulu-Natal recently collaborated with PEP to launch a campaign centred around breast cancer awareness and encouraging early detection. This collaboration was recognised by MMA Global during their SMARTIES awards, which took place at Galleria, Sandton, on 8 May.
CANSA spokesperson, Lucy Balona, spoke about their Dry and Detect Towel initiative, saying it was an acknowledgement of the magic, achievement, and best practice outcomes that can be created by partnerships between corporate partners and NPOs. “The towels are still being handed out and serve as a crucial conversation and engagement tool to share educational information that promotes early detection of cancer. We’re very grateful to PEP who selected us as the benefiting partner that created this wonderful opportunity.”
The Dry and Detect Towel initiative is designed to make breast self-examination a regular, convenient habit for women. Each towel includes a tag containing crucial information on conducting self-examinations, along with a QR code that links to an educational microsite featuring further resources.
“The towel serves as a gentle reminder that early detection of breast cancer can significantly improve survival rates,” Balona said.
CANSA KZN walked away with multiple awards, and Balona expressed extreme gratitude for the recognition. They received one gold and two silver awards.
“The gold was for Purpose Driven Marketing – Social Impact Marketing. This category honours campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognises efforts that go beyond conventional marketing to make a meaningful difference in the world. The Brand Purpose/Activism category, where silver was attained, recognised campaigns that harness the power of brand platforms to champion social causes or address significant societal issues. This category emphasises the role of brands in contributing to the greater good, covering a wide range of initiatives from environmental sustainability to social, political, and economic activism. It underscores the importance of leveraging brand influence and reach to make a meaningful impact on society.”
She shared that the second silver award was for the Social Media Marketing category, which was dedicated to recognising outstanding campaigns that utilise social media platforms to achieve marketing objectives. This category celebrates the strategic use of social networks, messaging apps, and text messaging services to engage audiences, drive sales, enhance brand visibility, and foster meaningful connections with communities or consumers, emphasising strategic engagement and innovative content to drive business results.
The awards ceremony recognised CANSA KZN’s efforts in leveraging marketing to drive social change and promoting positive shifts in societal attitudes.
