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Starbucks encourages Indonesians to unleash their ‘pink voice’ for Breast Cancer Awareness Month

Starbucks is attempting to tackle the stigma of talking about breast cancer in Indonesia with a new social media campaign.

The global coffee chain is encouraging Indonesian women to unleash their ‘pink voice’ and break their silence about suffering from the disease during Breast Cancer Awareness Month.

According to the creative agency, McCann Worldwide, there is still a taboo around discussing breast cancer in the country’s conservative culture, resulting in sufferers accessing treatment too late. 

To encourage women to open up, the campaign shows the Indonesian actress and breast cancer awareness advocate Chelsea Islan physically breaking free from the stigma, as other survivors then join in the conversation. 

The video has so far run on Instagram, YouTube and Facebook, while Starbucks has released a limited series of pink beverages during the month of October.

“McCann was very fortunate to partner with Starbucks for this important cause. With the idea, #pinkvoice, Starbucks encourages women to break their silence. Having an open conversation is really the beginning of the solution,” said Vishal Mehta, managing director, McCann Worldgroup Indonesia.

Starbucks Indonesia chief marketing officer Roger Tongeren added: “Starbucks hopes that these Pink beverages will help to raise awareness of breast cancer. McCann has developed an exciting campaign to convey a very important message by turning our stores Pink and sparking the conversation on this vital health issue.”

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