BREAST CREAM

Silver Spike

Case Film

Presentation Board

TitleBREAST CREAM
ClientNEW ZEALAND BREAST CANCER FOUNDATION
Product / ServiceBREAST CANCER AWARENESS
CategoryC08. Charities, Public Health, Safety & Awareness Messages
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

Brief Explanation

We’ve created a revolutionary new product to help women fight breast cancer – Breast Cream. By creating a beauty product, we’ve activated an audience that would normally switch off to a traditional breast cancer campaign. Stocked in the beauty aisles of New Zealand’s 4 biggest grocery retailers, as well as online, the product gives women a way to take action and start checking their breasts. It overcomes the barriers women have to self-checking, making it as comfortable and familiar as applying a moisturiser. The bright pink tube is designed to be a visible reminder to check yourself regularly, sitting next to your toothbrush and deodorant on your bathroom shelf. And the leaflet inside the box contains comprehensive information on the signs and symptoms to look for. Breast Cream puts our message directly in women’s hands. Simply by using it, they are performing the life-saving behaviour the New Zealand Breast Cancer Foundation advocates.

The Brief

The World Health Organization estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. Yet only women over the age of 40 are offered mammograms. And despite traditional education and awareness campaigns, 70% of New Zealand women don’t check themselves regularly. There are many reasons why – they may not know how, they forget, or they simply feel uncomfortable touching their breasts. Our brief was to change this, and encourage all women over the age of 20 to begin a self-checking routine to help them pick up any signs of breast cancer early.

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

In a recent study of women who have used or are aware of Breast Cream, 31% said Breast Cream got them talking more about breast awareness. 32% have made Breast Cream part of their beauty routine, and 45% now check their breasts more regularly. Our first production run has sold out, with $2 from every purchase going to the New Zealand Breast Cancer Foundation. Breast Cream has been recommended and reviewed extensively by beauty bloggers and by everyday users on beauty forums, scoring an average product rating of 4.9/5. An audience that would normally switch off to a traditional breast cancer campaign are now actively spreading The New Zealand Breast Cancer Foundation’s breast awareness messaging in their own words, and in a way that’s relevant to them. This advocacy has so far helped us reach an extended audience of over 2.5 million consumers. And most importantly, it’s helping to normalise this new life-saving behavior.

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

Breast Cream is a moisturiser that makes checking your breasts a part of your regular beauty routine. The simple act of applying it helps you look and feel for any lumps or changes that could be signs of cancer. And it’s as easy and familiar as using a moisturiser. We launched Breast Cream in October 2014 during Breast Cancer Awareness Month, putting the product on the shelf in 80% of New Zealand’s leading grocery retailers. We supported the launch with PR and targeted influential beauty bloggers, along with promoting the product through NZBCF’s substantial owned online assets. A print campaign helped us reach a broader audience and gain international exposure. This is the beginning of a long-term behaviour change project. The partnerships we’ve developed give this idea the scale and means to expand internationally - distributors and Breast Cancer charities in North America, Europe and Asia have already expressed interest in bringing Breast Cream to their markets.

Credits

Name Company Position
Nick Worthington Colenso BBDO/Proximity New Zealand Creative Chairman
Mike Davison Colenso BBDO/Proximity New Zealand Head of Art
Kristal Knight Colenso BBDO/Proximity New Zealand Senior Art Director
Rachael Macklin Colenso BBDO/Proximity New Zealand Copywriter
Hannah Habgood Colenso BBDO/Proximity New Zealand Copywriter
Sarah Williams Colenso BBDO/Proximity New Zealand Group Business Director
Serena Fountain-Jones Colenso BBDO/Proximity New Zealand Senior Producer / Project Manager
Neville Doyle Colenso BBDO/Proximity New Zealand Planning Director - Digital and Social
Sarah Oberman Colenso BBDO/Proximity New Zealand Planner
Paul Gunn Colenso BBDO/Proximity New Zealand Head Of Activation/PR
Reks Kok Colenso BBDO/Proximity New Zealand Retoucher
Jodi Davis Colenso BBDO/Proximity New Zealand Mac Operator
Marco Siraky Colenso BBDO/Proximity New Zealand Senior Editor
Hannah Watson Colenso BBDO/Proximity New Zealand Business Manager
Alex Gage-Brown Skinfood Managing Director
Evangelia Henderson New Zealand Breast Cancer Foundation Chief Executive
Michele Richards IDC Photographer's Producer
Tim White IDC Photographer
Andrew Timms Beryl Online Editor
Pete Ritchie Blockhead Grade