| Title | TOUCH FOR GOOD |
| Brand | ROCHE |
| Product / Service | PHARMACY |
| Category | B01. Publications & Brand Collateral |
| 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 not doing this, we leverage “touching sculpture's breast” - this common problem to solve another more deadly human problem. 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.
Our installations operate in 7 cities, where the sculptures were touched numerous times. The result is that clinical reports show 37% increase of couple visits for breast cancer screening in those cities. The viral video generated 200,000 shares per month. Monthly clicks reached 500,000 times.
We co-operated with digital engineers to make an installation, and then made this installation operate in 7 cities. We recorded for some time, made it into a viral video, and published it online to drive buzz. Leverage this to raise social awareness of “Breast Touching”, in order to encourage self screening for breast cancer.