| Title | TOUCH FOR GOOD |
| Brand | ROCHE |
| Product / Service | PHARMACY |
| Category | F02. Low Budget Campaign |
| 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 found a nature free object – all the public sculptures who can play the free ambassadors everywhere to lead the message of “ self-checking your breast” We only spend the fee for the rental of technical equipment, the overall budget spent around 7000 Euro. And we launch the viral video on youku, with zero cost at media. Last but not least, the best result is that after the campaign, the sculpture become an iconic reminder for self-check against 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 took place amongst 7 cities, while the sculptures were touched numerous times, the good e?ect is that clinical report showed 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.
Most of campaigns for fighting for breast cancer are super serious, So we communicated the same issue with a soft way. We found many natural and free ambassadors who are outdoor sculptures everywhere. All the sculpture’s breast are touched numerous of times by people. We use this bad behavior as a reminder that your touch can fight against breast cancer. People even can receive a self-check process message which drives immediate response. Even the male audience also involve into this action.
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.