MAKE A BUN SAVE A BREAST

TitleMAKE A BUN SAVE A BREAST
ClientPINK RIBBON WELLNESS (L) FOUNDATION
Product / ServiceBREAST CANCER SELF-CHECK AWARENESS PROGRAMME
CategoryA14. Excellence in Partnerships for Branded Content
EntrantMcCANN WORLDGROUP Kuala Lumpur, MALAYSIA
Idea Creation McCANN WORLDGROUP Kuala Lumpur, MALAYSIA
Production McCANN WORLDGROUP Kuala Lumpur, MALAYSIA

The Campaign

Using local celebrity chefs to create recipe videos that become the practical training needed. Chefs demonstrate the skills necessary while cooking, performing many of the tasks by using the skill of their fingers.

Creative Execution

These recipe videos were made available on a website www.makeabunsaveabreast.com and shared out from there through Pink Ribbon Wellness (L) Foundation's Facebook page. Media coverage has been done through women's magazines, cooking blogs, and other lifestyle (dining/health) portals.

The reach and engagement has been growing as the campaigns spreads. More partners (both chefs as well as publications) have expressed interest in being part of the programme, leading to more videos being created. This is expected to continue through to the end of 2017. On the website itself, visitors numbers have been slightly above average for a programme without heaving digital ad investment. However, time spent on site, a crucial indicator of its success in being used as the tool it was designed for is encouraging. Time spent on site is about an average of 12 mins (the time it takes to see at least 2-3 recipes and read the other associated information).

Viewership for online recipe videos has been one of the fastest growing trends (source: Google, Youtube). Recipe videos are usually watched first to understand the recipe, then re-played again while the viewer is doing the cooking. In this way, our message gets seen, re-watched, and the lessons get ingrained. The choice of partners are important: these celebrity chefs speak in different languages, offer different cuisine which helps reach a broader audience in a form that is natural, familiar and that they are already highly engaged with.

In Asia, women cook regularly. Many now tune in to online recipe videos. Cooking is a natural form of practice as it requires the sense of touch. Crucially, better finger skills mean better results - for both cooking and early detection of cancer through breast self-checks.

Credits

Name Company Position
NG HEOK SEONG MCCANN ERICKSON MALAYSIA CHIEF CREATIVE OFFICER
GAVIN E. HOH MCCANN ERICKSON MALAYSIA EXECUTIVE CREATIVE DIRECTOR
YEOH OON HOONG MCCANN ERICKSON MALAYSIA CREATIVE DIRECTOR
AZRAAI AZMI MCCANN ERICKSON MALAYSIA SENIOR COPYWRITER
CHRISTOPHER ONGKOWIDJOJO MCCANN ERICKSON MALAYSIA SENIOR DESIGNER
HANSON WONG MCCANN ERICKSON MALAYSIA DESIGNER
TERRENCE LAI MCCANN ERICKSON MALAYSIA JUNIOR COPYWRITER
TSE YUIN SOONG MCCANN ERICKSON MALAYSIA DIGITAL PROJECT MANAGER
PAULINE MOREIRA MCCANN ERICKSON MALAYSIA HEAD OF AV
MIKE CHONG MCCANN ERICKSON MALAYSIA PRODUCER
IRENE KUAN MCCANN ERICKSON MALAYSIA ASSOCIATE ACCOUNT DIRECTOR
KELVIN THESEIRA DIRECTORS THINK TANK FILM DIRECTOR
PATMINDER SINGH DIRECTORS THINK TANK EXECUTIVE PRODUCER
TEAM FUSE FUSE ADVENTURES IN AUDIO ENGINEER
MINDY WONG FREELANCE EDITOR EDITOR
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