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Well, I've actually given this a lot of thought, and my resulting opinion is that awareness can lead to results, but awareness, in and of itself, is not results. It's like comparing transitive and intransitive verbs - the former shows action, the latter does not.
4 years ago on Does Awareness Count As Marketing Results?
@ Molli - If it was just a zealous individual who started the campaign, then - yes - I think they probably would/could consider it a success. But if it was XYZ Breast Cancer Awareness Organization, then I don't think so.
@ Mike - I totally agree. Without some measurable call to action it's impossible to tell if these tactics are viable.
4 years ago on Breast Cancer Mystery Messages
Well, I saw far fewer posts this time around on my fb page than I did last time, so I think it is already running out of steam. But I have questions.... Who started this - does anyone really know? (If so, I haven't run across those articles yet.) Also, what impact did it really have? Check out this article - I share many of the same concerns mentioned.