Case Study: How NZ Breast Cancer Foundation and Colenso BBDO created a cream to help women check themselves regularly for lumps
Case Study: Around half of breast cancers are detected outside of mammogram screening, but 70% of women don’t check themselves regularly. Women need to change this behaviour.
So rather than developing just another awareness campaign, Colenso BBDO worked with the New Zealand Breast Cancer Foundation and natural beauty products brand Skinfood to launch Breast Cream – a product that made breast checking a potentially life saving new beauty routine for thousands of women, whilst putting the message about the importance of getting to know your breasts directly in womens’ hands.
Creative Chairman – Nick Worthington
Creative Director – Levi Slavin
Senior Art Director – Kristal Knight
Senior Copywriter – Rachael Macklin
Copywriter – Hannah Habgood
Business Director – Hannah Watson
Production Partner
Skinfood – Alex Gage-Brown
Client
New Zealand Breast Cancer Foundation – Evangelina Henderson
7 Comments
Raising awareness of breast cancer amongst the advertising community is a great intiatative.
Advertising at its best
Yeah well perhaps have a read of this before making comments like that:
http://www.beautyreview.co.nz/catalogue/skin-care/skinfood-breast-cream-review
This is one of the best things an agency in NZ has produced in a long time.
No women used moisturizer on their breasts before this.
Yep read the comments. It’s just a moisturiser that 68 women said is a moisturiser.
Cancer must be shitting itself.
I imagine you must have to get up very early every day to find time to fit in all that stupid.
Oh wow – i didn’t realise this was a game?! You say something facetious, get proven wrong, then come back with another lazy, unrelated comment.
First page of reviews:
“…my Mum had breast cancer so I am a little paranoid about checking for lumps. I think anything that gets women aware of changes in their bodies is a good thing…”
“First of all I think this is a great product to raise awareness of breast cancer and that it encourages women to check their breasts.”
“I really like that this product is in support of breast cancer and raising awareness…”
“I think that the concept behind this cream is fantastic. Making women more aware of their breasts, what’s normal/abnormal as the breast cancer statistics in NewZealand are far too high.”
If you delve deeper you’ll find a whole host of comments and conversations – over the last six months – that are significantly more profound than “it’s just a moisturiser”. Whilst the industry focuses on October for awareness this product has been on supermarket shelves, bought by thousands and talked about by (whisper it) real people outside of advertising…for over six months.
Cancer may very well not be shitting itself yet but at least some people are making an effort.
Making self awareness a natural part of your beauty routine?
“Would recommend it to a friend?” 4.8/5