The NZ Breast Cancer Foundation launches new ‘Our Women’ campaign for Breast Cancer Awareness Month via Colenso BBDO NZ

The New Zealand Breast Cancer Foundation (NZBCF) has launched a new TV commercial and music video for its ‘Our Women’ campaign for Breast Cancer Awareness Month via Colenso BBDO NZ.

Seven kiwi women are diagnosed with breast cancer every day. These are our mothers, aunties, daughters, wives and friends. In 2008, Helena McAlpine was one of them. Tragically, McAlpine didn’t catch her breast cancer in time. To ensure that other kiwi women didn’t suffer the same fate, McAlpine partnered with the NZBCF and Colenso BBDO to create a special message for all New Zealand women to hear.

VIEW THE MUSIC VIDEO/SPOT

This message came in the form of a song; Chris Knox’s Not Given Lightly, with Sean Donnelly (SJD) arranging and producing the track. From there some of the greatest names in modern New Zealand music agreed to sing; Alisa Xayalith, Brooke Fraser, Tim Finn, Julia Deans, Chris Knox, Martin Phillipps, The Topp Twins, Don McGlashan, Warren Maxwell, Hinewehi Mohi, Princess Chelsea, Jon Toogood, Jackie Clarke, Peter Urlich, Hollie Smith and Boh Runga.

With the song recorded, acclaimed New Zealand filmmaker, Toa Fraser agreed to direct the video. Against the backdrop of Derek Henderson’s breathtaking images, New Zealanders from all walks of life  – including some more well know faces such as Sam Neill, Graham & Raewyn Henry, Dick Frizzell, Judy Bailey, Jay Reeve & Anna Fitzpatrick, Sonia Grey, Sera Lilly, Stacey Morrison, Shavaughn Ruakere & Clarke Gayford – were filmed holding pictures of the women they love.

Says Evangelia (Van) Henderson, CEO of NZBCF: “We’ve been blown away by the generosity of those who took the time to perform the song or appear in the video. I believe that thanks to their efforts, we stand a good chance of reaching every woman in New Zealand with the message about reducing their risk of dying from breast cancer.”

The love song and music video complete, and is now ready to be shared with ‘our women’. With the modest goal of having every woman in New Zealand hear the message, NZBCF set up a virtual chain letter where every New Zealander could visit ourwomen.co.nz to pass on this epic message of love and hope to the women in their lives.

Agency: Colenso BBDO

Images: Derek Henderson c/o Melanie Roger Gallery