The Brief

Seven women are diagnosed with breast cancer in New Zealand every day. In a country of only 4.4 million, it doesn't take long for a statistic such as this to affect everyone. This gave us an idea - to use that small community environment to help spread our breast cancer awareness message in a short space of time. Through the power of social media we asked people to reach out to the women they couldn't live without, with a highly personal message, urging them to be breast aware.

Describe how the promotion developed from concept to implementation

Our solution was to tell the inspirational stories of hope and courage from seven breast cancer survivors, and to encourage people to share those stories with 7 women they loved. Their stories of our survivors allowed New Zealanders to connect emotionally with the women in their lives, actively promoting breast cancer awareness in a touching and personal way. The digital environment allowed us to do this, by using the power of social media to spread the message in our small and highly connected country.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Save Seven Project successfully drove conversation: 1. In one month, Save Seven helped generate more than 16.2 million earned media impressions in a country with a population of 4.4 million. 2. On a total campaign spend of $65,000 (USD), this equates to a return on investment of 249 impressions per dollar spent. 3. Online donations for the month increased 133%, while web traffic was up 123% & Facebook ‘Likes’ grew 180%. Best of all, women’s lives are being saved – and not because the message was in an ad but because it came directly from their loved ones.

Explain why the method of promotion was most relevant to the product or service

Seven women are diagnosed with breast cancer in New Zealand every day. But if 7 people shared this message with 7 women they loved, & those 7 told 7 more, & this happened 7 times, you’d reach more than the population of NZ, in only 7 shares. To express this statistic, we created seven films with seven breast cancer survivors and housed them online. After watching the films, you could use the unique sharing function, which filtered your Facebook friends to just the women in your life, to chose seven special women to share the Save Seven message with.