|Brand||BREAST CANCER FOUNDATION NEW ZEALAND|
|Product / Service||OCTOBER AWARENESS MONTH|
|Category||A13. Not-for-profit / Charity / Government|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Idea Creation||COLENSO BBDO Auckland, NEW ZEALAND|
|Media Placement||STARCOM Auckland, NEW ZEALAND|
|Production||MATCH PHOTOGRAPHERS Auckland, NEW ZEALAND|
|Production 2||SIXTY FOUR Auckland, NEW ZEALAND|
|Nick Worthington||Colenso BBDO||Creative Chairman|
|Maria Devereux||Colenso BBDO||Creative Director|
|Kim Ragan||Colenso BBDO||Creative Director|
|Emily Osborne||Colenso BBDO||Art Director|
|Henry Wall||Colenso BBDO||Copywriter|
|Angela Watson||Colenso BBDO||Head of Account Management|
|Tymon Rackley||Colenso BBDO||Business Director|
|Abbi Barker||Colenso BBDO||Business Director|
|Steven Boniface||Match Photographers||Photographer|
|Evangelia Henderson||Breast Cancer Foundation NZ||CEO|
|Kim Barker||Breast Cancer Foundation NZ||Digital Communications Manager|
|Serena Fountain-Jones||Colenso BBDO||Senior Producer|
|Sarah Cooper||Independent||Product Designer|
|Natalie Clements||Freelance||Hair & makeup|
|Jason King||Sixty Four||Retoucher|
|Daniel Sian||Sixty Four||Retoucher|
Eleven of the world’s most revered Renaissance paintings feature models with some of the symptoms of breast cancer. These women were unable to diagnose or treat the disease. But if they had the knowledge we have today, their lives might not have been cut short. Four hundred years later, Breast Cancer Foundation New Zealand recreated these masterpieces, using survivors of breast cancer. These women discovered their own breast cancer by self-check, a triumphant symbol of how knowledge can beat breast cancer. The images formed an attention-grabbing campaign, known as ‘The Survivors Collection,’ that included an exhibition in New Zealand’s largest art gallery.
The campaign launched on 1 October 2017 and ran throughout Breast Cancer Awareness month. The photographs formed The Survivors Collection, a campaign which comprised of TV, online film, radio, social, print and out of home components – all running throughout New Zealand. The Survivors Collection also became a large scale ambient display at the Auckland Art Gallery, New Zealand’s largest gallery.
Within the first three months, The Survivors Collection had encouraged 45,000 breast screenings. A lifesaving 8% increase on 2016. Traffic to the Breast Cancer Foundation’s site increased by 164%. Ensuring women all around New Zealand learned the signs of breast cancer, got to know their breasts, and began checking them often.
The Survivors Collection reimagined the Renaissance masterpieces which had unknowingly captured the symptoms of breast cancer. To build awareness around the signs of breast cancer and activate women to regularly check their breasts, we recreated a series of Renaissance masterpieces by photographing Kiwi breast cancer survivors. The Survivors Collection launched with an immersive gallery experience at the Auckland Art Gallery, New Zealand’s largest gallery. During a successful 4-week activation, The Survivors Exhibition could be admired at the gallery and became a triumphant symbol of how knowledge can beat breast cancer.
Due to our younger target audience, this campaign focused on awareness and the importance of knowing your breasts, rather than the usual mammogram message. We set out to create a campaign which was empowering and celebrated the beauty of the female form, especially after surviving breast cancer. To ensure this message connected with all New Zealand women, an important part of the strategy was diverse casting, with a focus on Pacifica women and a variety of body shapes.