|Brand||NATIONAL CANCER SOCIETY OF MALAYSIA|
|Product / Service||NOT-FOR-PROFIT CANCER ORGANISATION|
|Category||B02. Promotional Item Design|
|Entrant||BBDO MALAYSIA Kuala Lumpur, MALAYSIA|
|Idea Creation||BBDO MALAYSIA Kuala Lumpur, MALAYSIA|
|Idea Creation 2||NATIONAL CANCER SOCIETY OF MALAYSIA Kuala Lumpur, MALAYSIA|
|Production||BBDO MALAYSIA Kuala Lumpur, MALAYSIA|
|VJ Anand||BBDO Malaysia||Executive Creative Director|
|Dafi Alfadila||BBDO Malaysia||Art Director|
|Krystle Morais||BBDO Malaysia||Copywriter|
|Chin Chee Keong||BBDO Malaysia||Designer|
|Liu Zun Zheng||BBDO Malaysia||Designer|
|Abdul Hadi||BBDO Malaysia||Editor|
CLLBR8. A streetwear brand that hijacked popular tee designs with our own designs inspired by cancer stories and educational facts, turning t-shirt designs into learning tools. It tapped into young people's love for streetwear brands and collaborations to turn cancer misconceptions around, and to educate them on the different cancers that affect young people, especially.
We hijacked streetwear brand t-shirt such as Supreme, Kith, Alife, etc and added our designs to create awareness about cancer. We chose the simplest t-shirts that only have the brand logos on them, and printed our designs on top of it. We created simple designs that fit the streetwear culture's look and feel but at the same time delivered the message about deadly diseases such as breast cancer, eye melanoma, HPV, etc. We used traditional handmade screen printing instead of mass production techniques to make the t-shirt more valuable and limited. After being approached by Pestle & Mortar, the top streetwear brand in Malaysia, we are working on creating roadshows at colleges and universities to drive more awareness with plans to even auction off these t-shirts for donations.
With absolutely no media investment our launch video reached 30,000 people and even attracted the biggest local fashion label, Pestle & Mortar, to want to collaborate with us. The streetwear community in Malaysia helped spread the word and they are waiting to hear about the next collaboration. Answering that hype, many more collaborations are being planned as we speak, and we have visions for this project to go worldwide.
The National Cancer Society of Malaysia struggled to reach the young since most of them believe that cancer is an "old person's problem". Since a large number of our young target audience frequent Facebook, that's where most of our activities took place. The group the campaign reached was younger people, aged 18-35. They're the ones who don't know much about cancer, and lacked the knowledge and education which led them to believe misconceptions such as 'cancer is limited to old people', that 'its incurable', and that 'chemotherapy does more harm than good'. The strategy and approach was to reach them through a passion point: streetwear and brand collaborations so we could turn designs of their favourite shirts into a source of information and education.