SURVIVORS COLLECTION

Short List
TitleSURVIVORS COLLECTION
ClientBREAST CANCER FOUNDATION NEW ZEALAND
Product/ServiceOCTOBER AWARENESS MONTH
CategoryC03. Exhibitions / Installations
EntrantCOLENSO 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

The Campaign

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 Brief

n/a

Creative Execution

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 was also on display at the Auckland Art Gallery, New Zealand’s largest gallery.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

Name Company Position
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
Shona Kelway Independent Model/Survivor
Anete Smith Independent Model/Survivor
Kelly McDiarmid Independent Model/Survivor
Pete Ritchie Independent Colourist
Links
Website URL