Why Awareness Campaigns Need More Than just Virality

Jul 3

Real support needs visibility...and a path forward.

Every October, breast cancer awareness posts return to our feeds in waves. “Cryptic” bra color statuses, cheeky “I like it on the floor” posts, and vague one-liners pop up across social media. If you’ve never seen them, they’re part of a viral meme trend that’s quietly circulated for years, encouraging women to post without explanation, all in the name of breast cancer awareness.

At first glance, it seems playful. But it often sparks the question, what exactly is this doing to help the cause?

That’s a fair question. But so is this one...

Does everything we post have to “do something” in order to matter?

Why The Meme Went Viral

The original bra color post is a great example of what Mahoney and Tang describe as “cyberactivism”, using digital platforms to support a cause. The campaign was definitely sticky, in part because it had all the makings of virality:

It was low-pressure. You didn’t need money, time, or a platform to participate.
It was inclusive. Anyone could join in, especially those who felt helpless or didn’t know how to get involved in more direct ways.
It spread naturally. People joined in because it felt like a community moment, a shared, lighthearted way to show support.

In the world of social media marketing, inclusivity and low-barrier participation are key to virality. Campaigns that allow users to engage freely, without cost, pressure, or exclusion, are often the ones that catch on most organically. As Botha and Reyneke (2013) explain, the emotional relevance and simplicity of content are critical factors in motivating people to share, particularly when they feel personally connected to the message

Where the Meme Missed the Mark

Awareness Isn’t Enough, but It’s Still Important. From a marketing perspective, this campaign nailed diffusion, it got people talking. But it stopped short of mobilization, the step where awareness turns into action. There were no prompts for donating, getting screened, or sharing real stories, just statuses and subtle innuendos.

Some critics of the trend argue that this makes it empty, or even harmful. But here’s the thing, not everyone has the money, time, or access to do “more,” and that shouldn’t disqualify them from being part of the conversation.

Social media thrives on moments that make people feel seen and included. And even if posting your bra color didn’t fund a mammogram, it might’ve reminded someone to schedule theirs, or helped someone feel less alone and that matters too.

So yes, awareness isn’t everything. But it’s often where action starts.

What Could Have Made It Better?

Instead of writing these campaigns off, we should build on what works. If a trend is already gaining traction, marketers and advocates can support it with gentle nudges toward action:

Add links to donation or screening resources in the comments.
Share personal stories alongside the trend to add depth.
Encourage people to take the next step, whatever that looks like for them.

It doesn’t have to be clinical or heavy-handed. Even subtle shifts in messaging can lead to real change.

The Real Lesson in Virality

This meme shows how social media can turn even the simplest post into a moment of mass participation. A vague status about a bra color might not seem like much, but when thousands of people join in, it becomes a cultural event. And that’s the power of diffusion: reaching wide audiences, fast.

But for causes like breast cancer, where early detection, education, and funding can literally save lives, virality alone can’t be the finish line. Going viral raises eyebrows. It gets people in the room. But it doesn’t necessarily tell them what to do next, or how to help in a way that matters.

To really drive change, we need to think in layers:

Diffusion: The Spark

This is the awareness stage, the moment a message begins to gain visibility. It might show up as a catchy meme, a trending hashtag, or a viral post. This process, known as diffusion, is about getting a cause or idea in front of as many people as possible. It can spark emotion, curiosity, and conversation, all essential ingredients for getting noticed. As Botha and Reyneke (2013) note, emotionally resonant and personally relevant content plays a major role in why people choose to share something online. And when a message feels inclusive and easy to engage with, it spreads even further (Rogers, 2021). But diffusion alone doesn’t guarantee long-term impact, without a follow-up step or a call to action, the message risks fading just as quickly as it appeared.

Community: The Connection

Once the message is out there, the next step is helping people feel connected to it. That connection happens through shared stories, comments, reactions, and peer participation. Community gives people a sense of belonging, it transforms a post from something passive into something meaningful. When people see themselves reflected in the conversation, they’re far more likely to stay engaged. Rogers (2021) emphasizes that digital marketing is most effective when it creates a “connected and customer-obsessed experience,” one where inclusion and authenticity build stronger brand relationships. Campaigns that nurture community over time are more likely to inspire loyalty, dialogue, and deeper emotional investment.

Mobilization: The Impact

This is where awareness turns into action. Mobilization is what happens when someone donates, signs up for a screening, shares a resource, or volunteers their time. Not everyone can do everything, but everyone can do something, and that’s the key to building a truly meaningful campaign. This layer requires intentional guidance, give people the tools, the next steps, and the why.

As Mahoney and Tang (2016) describe, the best social media strategies use what they call a “pull-and-stay” approach. That means drawing people in with something engaging or relatable (the "pull"), and then creating space for them to stick around, interact, and take part in something bigger than a single post (the "stay").

Instead of shouting a message from a digital rooftop and hoping it catches on, pull-and-stay strategies prioritize dialogue, support, and empowerment. They treat the audience not just as followers, but as co-creators, people who can shape the message, spread it further, and translate it into real-world behavior.

So when we think about memes or trends like the bra color post, the lesson isn’t that these efforts are pointless. It’s that they’re only the beginning. The real magic happens when we build on those viral moments and help people turn passive participation into active, intentional support.

Want to Do More Than Just Share?

Here are a few ways to actually support the breast cancer cause:

Donate to METAvivor (focused on Stage IV breast cancer research)
Schedule your annual exam, and remind a friend to do the same
Share survivor stories (with permission) that humanize the cause
Volunteer with local cancer treatment centers

Resources:

Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content and emotion in viral marketing. Journal of Public Affairs (14723891), 13(2), 160–171. https://doi.org/10.1002/pa.1471

Mahoney, L. M., & Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. Wiley Global Research (STMS). https://mbsdirect.vitalsource.com/books/9781118556900

MLive. (2010, January 8). Facebook users post bra colors [Image]. MLive. https://www.mlive.com/news/saginaw/2010/01/facebook_users_post_bra_colors.html

Rogers, J. (2021). The Digital Marketing Landscape: Creating a Synergistic Consumer Experience. Business Expert Press.