Colenso BBDO

New Zealand Breast Cancer Foundation
"Stop The Spread"

Client: New Zealand Breast Cancer Foundation
Product: Breast Screen Awareness
Title: Stop The Spread
Media: Starcom
Country: New Zealand
Date Of Campaign: 31/10/18

Background: Research shows early detection gives women a better chance of surviving breast cancer. In New Zealand, women over the age of 55 are eligible for a free two-yearly mammogram, yet 30% of eligible women aren’t showing up to these screenings. To achieve New Zealand Breast Cancer Foundation’s vision of zero deaths from breast cancer, they need every woman over 40 to be having regular mammograms. Which is what lead us to this new approach, giving New Zealanders an insight into the far-reaching emotional effects of breast cancer.

Idea: Women have never been alone in their breast cancer diagnosis, treatment and recovery. The emotional effects of a single diagnosis spread, affecting their family, friends, colleagues and often ripple out to the woman’s wider network. In this way – breast cancer is contagious. To show how breast cancer is contagious, we decided to tell new stories, those of the families and friends affected by breast cancer. Their stories spoke to a wider audience. Essentially, we enlisted every New Zealander to encourage a woman in their life to get a mammogram. Using stories from those affected, we created an immersive and emotive mobile experience. The emotional spread of breast cancer was visualised with beautiful generative animation. Each user experience was unique, ending with a simple plea and a potentially life-saving call to book a mammogram.The experience was housed on a mobile site during the month of October, which is breast cancer awareness month in New Zealand. It was supported by television, online film and social media to drive people to the experience.

Results: The campaign spread to 79% of all Kiwis, not just women eligible for breast screening. More women than ever before booked a mammogram during October Awareness Month, making it New Zealand’s most successful mammogram drive ever.

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