CLLBR8

TitleCLLBR8
ClientNATIONAL CANCER SOCIETY OF MALAYSIA
Product / ServiceNOT-FOR-PROFIT CANCER ORGANISATION
CategoryB02. Pro Bono led Education & Awareness
EntrantBBDO 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

The Campaign

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.

Creative Execution

On the 22nd of September 2016, we launched a video on CLLBR8's Facebook page, highlighting the need for youths to be more aware about cancer. After the video launch, we released social postings with the hijacked t-shirt designs, calling out international streetwear brands like Supreme, Kith and Alife to back the project. 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. 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.

We wanted to connect with a very specific group of people, who would spread the word for us and be our moving media. We found a very niche interest that a large group of Malaysians spent hours talking about, dealing in, and searching for, on the internet. Streetwear. We then targeted them directly in social pages through a video that captured their attention and started conversations in their specific channels. This approach worked so well that the number one streetwear brand in Malaysia approached us for a collaboration.

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.

Credits

Name Company Position
VJ Anand BBDO Malaysia Executive Creative Director
Krystle Morais BBDO Malaysia Copywriter
Dafi Alfadila BBDO Malaysia Art Director
Chin Chee Keong BBDO Malaysia Designer
Liu Zun Zheng BBDO Malaysia Designer
Abdul Hadi BBDO Malaysia Editor
Links
Social Media URL