The Campaign

Nothing exemplifies the power of a good movie like its ability to makes us cry. So we decided to show just how powerful the effect of a good movie could be. We had Rialto partner with researchers and The Breast Cancer Foundation to create ‘The Breast Cancer Screenings’. A research event, in a cinema, playing Rialto films designed to make women cry, with researchers on hand to collect their tears. In combining two things that had never been combined before - movies and breast cancer screening - we were able to create a much less painful, much less invasive diagnostic paradigm than mammography.

Creative Execution

We played sad movies, designed to make women cry. When they did, we collected their tears using a Schirmer strip - a device previously used to test for dry eye. These samples were then put on ice and later inserted into the device the researchers had invented - Melody. These samples allowed the researchers to carry out a final round of testing ahead of applying for FDA approval. Researchers are looking at using movies at all future tear collection events.

The device, is projected to be able to save 400000 women's lives a year in the US alone through early detection. The researchers are looking at carrying out the same event across the US when they launch their device So far the samples have allowed the researchers to carry out seven more tests they needed to conduct before applying for FDA approval. Market Opportunity: for IVD estimate at $11-14B in US alone

Researchers recently found tears can be used to detect breast cancer with up to a 90% accuracy rate. These researchers developed a device, Melody, to test people's tears. However, before applying for FDA approval, they needed a sample bank of tears to put the device through a final round of testing. To help them gather these tears we combined two things that have never been combined before - a movie screening and a collection event.