注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

The Survivors Collection

基本信息
行业: 美容与健康
媒体:推广与活动
风格: Minimalism
说明cnen
Synopsis
One in nine New Zealand women are predicted to get breast cancer, one of the highest rates of the disease in the world. The best way of ensuring survival of the disease it to find it early and treat it early. With most cancer found through self-checks, our brief was to get women from 25 to 40 to know the signs of breast cancer, know their breasts, and check (both self-checks and screenings) often. These objectives led us to the campaign line, “Knowledge beats breast cancer”.
Strategy
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.
Relevancy
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.
Outcome
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. In the three months following the campaign’s launch over 45,000 women had their breasts screened, an 8% increase on the previous year.
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.
CampaignDescription
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. demonstrating the power of knowledge. The images formed an attention-grabbing campaign, known as ‘The Survivors Collection,’ that included an exhibition in New Zealand’s largest art gallery.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 品牌体验与激活
Sectors > Healthcare
最新更新
加载中...
赞助商