Title | TOUCH FOR GOOD |
Brand | ROCHE |
Product / Service | PHARMACY |
Category | A09. Use of Digital and/or Social |
Entrant | PUBLICIS SHANGHAI, CHINA |
Idea Creation | PUBLICIS SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Eirk Vervroegen | Publicis | PWW Creative Director |
Sheena Jeng | Publicis Shanghai | China Chair & Chief Creative Officer |
Will Tao | Publicis Shanghai | Creative Partner |
Johnny Bao | Publicis Shanghai | Creative Group Head |
Nayh Sun | Publicis Shanghai | Creative Group Head |
Hui Yao | Publicis Shanghai | Associate Creative Director |
Phianphon Sittichaidecha | Publicis Shanghai | Associate Creative Director |
Nokkia Wang | Publicis Shanghai | Associate Creative Director |
Roc Zhao | Publicis Shanghai | Senior Creative Director |
E Henry | Refine China | Photographer |
Eric Liu | ZZGS Productions | Director |
JunHao Liu | Pafassion | Retoucher |
David Chen | Publicis Shanghai | Photographer |
Baodong Xie | Publicis Shanghai | Editor |
Jimmy Lim | Publicis Shanghai | Planning Director |
Tian Hua | Shanghai Polytechnic University | Art Director |
Ajay Vikram | Publicis Singapore | Executive Creative Director |
Zoe Zhao | Publicis Shanghai | Creative Director |
Lei Zhang | Publicis Shanghai | Creative Director |
Michael Wang | Publicis | Business Development Director |
Instead of persuading people to do so, we are thinking to use “touching sculpture's breast”----this human problems to solve another more deadly human problems? The idea is turning a notorious behavior for a good cause: Raising social awareness of “Breast Touching” in order to encourage self screening for breast cancer.
We hid infrared devices around sculptures, aimed the thermal induction camera around the breast area, which is connected to a mobile base station. Every time the breasts are touched, people within 5-?meter-?radius will receive a SMS. The message contains a visual instruction of proper breast cancer self-?check process, which is crucial for diagnosing and treating breast cancer at its early stage.
The people who touched the sculpture got the knowledge of proper breast cancer self-check process,And the clinical report showed 37% increase of couple visits for breast cancer screening in those cities. This installations took place amongst 7 cities, lots people got the knowledge of proper breast cancer self-check process.The viral video generated 200,000 shares per month, with Monthly clicks of 500,000 times. Those kind of sculpture become an Iconic reminder for breast self-check, so when consumer see those sculpture again, it will reminds them of "touch for good”.
Usually the campaign fighting against breast cancer targets on womem. But this time, we targeted on everyone especially men. So we use a phenomenon - “touch sculpture”, and turn it into a good cause. We use the nature sculpture as our ambassador who are unskippable, and then send the message to everyone of self-checking to fight against breast cancer. Even the campaign is finished, the sculpture is still there to remind everyone that “if you would like to touch, touch for good”.
We co-operated with digital engineers to made a installation, Then made this installation took place amongst 7 cities. We recorded one event, then make it into a viral video, publish it on line to drive buzz. By this to raise social awareness of “Breast Touching” in order to encourage self screening for breast cancer.