NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

The Survivors Collection

The Survivors Collection | Breast Cancer Awareness/Mammogram Scan | BBDO
Download Download JPG | 2048x1452px
basics
Industry: Beauty & Health
Media:Promotion & Event
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Sectors > Healthcare
Latest Updated
Loading...
Sponsor