Why is this work relevant for Direct?

The idea was designed to engage a specific target audience and inspire them into action.

Background

A monthly breast self-check is an important routine in breast cancer detection. But many women, young and old, don’t do it consistently and don’t know the methods. Our challenge was to create a reminder that’s simple and ever-present.

Describe the creative idea (30% of vote)

When women undress themselves, it’s also the perfect time for a breast self-check. So we created a T-shirt that reminded them about it. On the outside, it looks just like a regular T-shirt, with a quote that hints at the idea. On the inside, printed diagrams show the 3 self-check methods. Each time the T-shirt is worn and taken off – on average once/twice a month – the wearer would be reminded to do a self-check.

Describe the strategy (20% of vote)

Our strategy was to incorporate a simple reminder – featuring easy-to-understand graphics – into our target audience’s everyday lives. And our audience had to interact with the reminder at least once a month. The humble wardrobe essential, a T-shirt, was the perfect choice.

Describe the execution (20% of vote)

To take advantage of the spirit of gifting, we launched our T-shirts as meaningful festive gifts. This was done on e-commerce sites – including Lazada, one of Southeast Asia’s leading platforms. Despite Covid-19, people could get the tees delivered to show their love and care for the women around them.

List the results (30% of vote)

The T-shirts were well-received, with the launch news shared across social media. Traffic to our website also increased during the campaign period. Most importantly, the T-shirts have made breast self-checks a talking point once again.