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Discovering Hands

basics
Industry: Beauty & Health
Media:Design & Branding
Style: Minimalism
descriptioncnen
Synopsis
Every year 18.000 women in Germany die of breast cancer. To avoid this, early detection is crucial. Whilst a mammography is painful and only available as preventive check-up for women above 50 years of age, Gynaecologist Dr Frank Hoffmann came up with an idea providing early detection: discovering hands. An initiative using special people as tactile examiners who are capable of spotting lumps in breasts twice as accurately as any doctor – blind and visually impaired (B&VI) women. A breakthrough business idea that needed to become famous, accessible and turned into a franchise.
Strategy
discovering hands is an initiative that educates and employs blind women as tactile examiners. These are capable of spotting lumps in breasts twice as accurately as any doctor. The initiative partnered up with the agency in 2017 to provide a go-to-market-plan, become famous and accessible. This required a new corporate identity, an activation campaign for the business as well as a recruitment campaign to find blind and visually impaired (B&VI) women and educate them as tactile examiners. Thus, our target audience divided in B&VI and normal sighted women. To reach as many women as possible from both audiences we took a two-stage approach: On the one hand, we combined our communication with a unique Brand Design understandable by B&VI and sighted women. On the other, we targeted each audience separately.
Outcome
In 2017, discovering hands founder Dr Frank Hoffmann partnered up with the agency to provide counsel, a go-to-market plan, corporate identity, awareness and the recruitment of new examiners. So far 56 blind women found a new job, over 50.000 have been examined, and 125 lumps have been detected at a very early stage. Dr Hoffmann: “I can say that this way of tactile diagnostics really did save lives already.” The franchise concept already expanded to Austria and Columbia and is about to spread to other countries such as Switzerland, The Netherlands, India, Israel, Spain and Mexico.
Execution
To reach as many women possible we developed a brand design that was equally understandable by sighted people, as well as B&VI – using a mix of Braille and normal font. An activation campaign raised awareness among potential patients with different promotion material at relevant touchpoints. Such as posters and flyers at gynaecologist’s waiting rooms and online banners on women websites. For our recruitment campaign, we not only specifically targeted B&VI people but invented completely new forms of advertising: Braille-printed duct tape turned ordinary objects into recruitment ads. Online banners became audible via screen readers. And the audio description of TV commercials – announcing products completely irrelevant for B&VI such as cars – delivered our message for zero media budget. A media channel that was unused for advertising up to date. Finally, we initiated and helped discovering hands to turn into a franchise business – expanding nationally and globally.
CampaignDescription
Introducing discovering hands – an initiative using tactile examiners who are capable of spotting lumps in breasts twice as accurately as any doctor: blind people. Whilst the initial thought of this treatment was born in 2008, its founder Dr Hoffmann partnered up with the agency in 2017 to provide counsel, corporate identity, a go-to-market plan, an activation campaign for the business as well as a recruitment campaign to find blind and visually impaired (B&VI) women and educate them as tactile examiners.
BriefWithProjectedOutcomes
Germany is a state with an excellent health system. But breast cancer doesn’t know boarders: Over 70.000 women in Germany are diagnosed every year. For 18.000 it’s fatal. Yet, cancer screening offers are not optimal in Germany: The preventive mammography is only available for women over the age of 50. Although around 20% of the women who develop breast cancer are younger. For them the gynaecologist’s tactile examination is the only breast cancer screening available. With the new check-up by discovering hands these patients have a better option. Because the blind women educated as tactile examiners are capable of spotting lumps in breasts twice as accurately as any doctor. Since an early detection can save lives and allows less stressful treatments, one can say that discovering hands is of great significance for every woman in Germany. And beyond. ?
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
People > Good Health and Well-being
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