For the breast cancer awareness campaign in October 2018, The African Storyteller was tasked to position Gilead South Africa as a strong supporter in the fight against breast cancer and to increase the Gilead Sciences brand visibility.

Undertaken activities for the breast cancer awareness campaign included two elements, namely the partnership with Avon to sponsor the annual Justine iThemba Walkathon which aims to raise awareness about breast cancer. The Walkathon took place on 21 October in Emmarentia Johannesburg and attracted over 30,000 participants.

The sponsorship enabled increased brand visibility for Gilead South Africa through iThemba Walkathon’s electronic communication channels, namely social media and iThemba Walkathon’s website. The other campaign element included a Gilead South Africa advertorial which was published in the most read daily newspapers, The Star, The Mercury and Cape Times on 19 October 2018.

Gilead South Africa brand visibility on the SA’s leading national daily newspapers

The Gilead South Africa advert was placed in SA’s leading national daily newspapers on 19 October 2018 namely, The Star, The Mercury and Cape Times reaching an audience of more than 113 0000 readers in these publications.

Publication Name: Cape Times
Publication Date: 19 October 2018
Readership: 182,000

Publication Name: The Mercury
Publication Date: 19 October 2018
Readership: 269,000

Publication Name: The Star
Publication Date: 19 October 2018
Readership: 679,000