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This article is about the outcome of recent study by Stefano Puntoni. He found that the use of feminine elements in communication about breast cancer can be counterproductive when it comes to the main goal of the campaign: creating awareness. The author of this article, VP strategy marketing and communications for Rethink Breast Cancer, gives her view on the matter.

Participants
  • Stefano
    Role: Faculty
    Reference type: Featured
  • Gordon, A.
    Role: General
    Reference type: Journalist
Media Outlets
  • National Post (Unknown)