HOW TO: MOULD A BREAST CANCER-FREE FUTURE

Short List
TitleHOW TO: MOULD A BREAST CANCER-FREE FUTURE
BrandPRUDENTIAL SINGAPORE
Product / ServiceBREAST CANCER AWARENESS
CategoryB02. Healthcare
EntrantVAYNERMEDIA Singapore, SINGAPORE
Idea Creation VAYNERMEDIA Singapore, SINGAPORE
Production VAYNERMEDIA Singapore, SINGAPORE

Credits

Name Company Position
VJ Anand VaynerMedia APAC Executive Creative Director
Lay JY VaynerMedia APAC Creative Director
William Beale VaynerMedia APAC Associate Creative Director
QH Yeo VaynerMedia APAC Account Director
Fiona Lim VaynerMedia APAC Project Manager
Beverly Ng VaynerMedia APAC Art Director
Charissa Kow VaynerMedia APAC Content Specialist
Eng Tat Leu VaynerMedia APAC Content Maker/Editor
Joscelyn Heng VaynerMedia APAC Art Director
Sery Jamali VaynerMedia APAC Content Creator

Write a short summary of what happens in the film

It appears to be a ‘How To’ Pottery tutorial film where you learn how to mould and make ceramic plates, but then you realise it’s much more than that - it’s a tutorial on how you can save lives by checking for breast cancer with three simple moves. Since more than 80% of early stage breast cancer patients recover, knowing how to check for breast cancer on a regular basis is just as important as learning a traditional art form. The hands of the pottery master teach you the three movements on the circular clay, and we see the moves interpreted as glazed ceramic plates. By learning and sharing these simple motions, this is how we can save lives.

Cultural / Context information for the jury

Breast cancer’s the most commonly occurring cancer among women in Singapore, but it’s the last thing they think about - especially amongst Gen Z’s/Millennials. But what they do think about is their passions - especially during Circuit Breaker 2020 in Singapore, when young people had to stay home during the pandemic, and they picked up all sorts of new hobbies - causing an increase in ‘How To’ tutorials. Inspired by these hobbies and tutorial videos, Prudential Singapore partnered with the Breast Cancer Foundation to turn this movement of learning into a movement that could save lives, with three simple moves. We turned DJ and Pottery tutorials into a way to self-check breasts for early detection of breast cancer! These two films gave Prudential and the Breast Cancer Foundation more than 250,000 impressions, 140,000 total reach and more than 135,000 views, as we spread good moves, thanks to Singaporeans’ new hobbies.

Links
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