At Multiply Media Group (MMG), we believe that visibility has the power to create awareness, spark dialogue, and inspire change. This Pink October, we are proud to support The Million Mammogram Challenge - a global initiative encouraging confidence, openness, and early detection in the fight against breast cancer.

Through our BackLite Media London network, the campaign’s message of strength has reached audiences across one of the world’s most dynamic cities. It is a powerful reminder that Out-of-Home media can be a platform for purpose.

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‍A Movement Built on Confidence and Connection

‍The Million Mammogram Challenge is more than an awareness campaign. It is a movement dedicated to encouraging one million women around the world to take proactive steps toward early detection and open conversation.

Created by breast cancer survivor and media innovator Mindie Kaplan, the initiative champions a shift in the narrative surrounding women’s health. Her message, “Cancer isn’t the star of my story,” embodies confidence, resilience, and hope, redefining how we speak about health by placing focus on strength rather than fear.

The campaign began in the United States and has since grown into a global call to action, now reaching audiences in London through BackLite’s digital Out-of-Home (OOH) network. We are honoured to play a role in extending this message, connecting it to a global audience in support of Pink October.

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‍Purposeful Media for a Global Message

‍At MMG, we see OOH as a bridge between awareness and action, existing in the spaces where people live, move, and connect. This makes it one of the most powerful ways to bring important conversations into public view.

By using the scale and presence of digital OOH, campaigns like The Million Mammogram Challenge reach audiences in their daily lives, transforming awareness into participation. The initiative has already achieved more than 13.9 million global impressions, a testament to how visibility can drive real-world engagement and understanding.

This collaboration reflects our commitment to supporting purpose-led storytelling that transcends borders. As an OOH media powerhouse, we believe our platforms can elevate voices that deserve to be heard, uniting communities through meaningful, responsible communication.

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‍Communicating with Compassion

‍Breast cancer awareness is a deeply personal subject that touches families, friends, and communities around the world. It requires care, sensitivity, and authenticity which are values that underpin every message we help share.

Through our partnership with The Million Mammogram Challenge, we aim to highlight strength and survivorship in a way that empowers and inspires. For us, this is an example of how OOH can connect deeply human stories to collective awareness, helping people feel seen and supported.

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‍Shaping Media That Matters

‍At MMG, we understand the influence and responsibility that come with visibility. The messages we display shape how people think, feel, and act, and with that comes the opportunity to make a difference.

Campaigns like The Million Mammogram Challenge remind us that OOH media is not only a tool for communication but also a force for good. By giving important causes the visibility they deserve, we help transform awareness into action and compassion into community.

As we observe Pink October, we are reminded that progress begins when awareness is visible. Multiply Media Group believes in creating spaces where meaningful messages inspire understanding and collective action. Visibility saves lives and every screen can help tell that story.