Breast Cancer Cure has launched a campaign via Hello, to drive donations across breast cancer awareness month.
Based on the 13th century proverb For the Want of a Nail, with numerous variations spanning several centuries, the proverb reminds people that seemingly unimportant acts can have grave and unforeseen consequences. 660 bespoke executions have been developed, all with different pantones of skin colour, reflecting the number of women lost to breast cancer every year. Each one personal. Each a subtle nod to the stark reality.
Says Phillipa Green, chief executive, Breast Cancer Cure: “Breast cancer takes two of our nation’s women every day or on average 660 women every year. Our ambition is to ensure the next generation can look forward to a future free of the fear of breast cancer, and we must continually shine a spotlight on the need for more donations to fund critical research.”
Breast Cancer Cure is the only not-for-profit organisation established solely to find a cure for breast cancer. Their donation funnel froze overnight as a direct result of COVID-19 and there are currently 12 research projects awaiting funding in New Zealand.
Says Ngaio McCreadie, general manager, Hello: “It seems people simply aren’t grasping that donations are the difference between women living and dying. This idea delivers that message by twisting a well-known proverb in a poignant and provoking way. We’re incredibly proud of the work and truly humbled by the generosity shown by our media partners.”
NZME, Mediaworks, Go Media, JCDecaux, LUMO, QMS, Bekon, Stuff, School Road Publications, Mindfood, Shout, amongst many others, have donated their inventory across the month of October.
Says Kath Allen, of Mediaworks Foundation: “There was no hesitation to support this powerful campaign. Breast cancer affects the lives of so many throughout the country. As a foundation, we help bring attention to issues affecting the country and help stimulate donations.”
The integrated campaign is currently running nationwide across OOH, radio, print, street, digital and social.
To make a donation please visit www.forthewant.co.nz.