1st For Women Insurance Brokers Design & Branding BREAST CANCER LOOFAH by Black River F.C. Johannesburg


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Industry Against Cancer
Media Design & Branding
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Copywriter Suhana Gordhan
Designer Jono Garrett, Marli Heunis, Simone Rossum
Print Production Manager Laura Broccardo Schutte
Released October 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Executive Creative Director: Ahmed Tilly (Black River FC)
Creative Director: Suhana Gordhan (Black River FC)
Art Director: Marli Heunis (Black River FC)
Copywriter: Suhana Gordhan (Black River FC)
Designer: Marli Heunis (Black River FC)
Designer: Simone Rossum (Black River FC)
Designer: Jono Garrett (Black River FC)
Account Manager: Elena Ronca (Black River FC)
Account Manager: Thobile Kunene (Black River FC)
Strategy: Gia Callinicos (Black River FC)
Print Production Manager: Laura Broccardo Schutte (Black River FC)
DTP Manager: Claus Hoffmann (Black River FC)
Printing: Gavin (L & K Printers)
Manufacturing: Janet (Papertree Projects)
Media placement: Shower Loofah - 5000 Hand-Outs At A Ladies' Fun Walk - 16 October 2011

Describe the brief from the client
Our agency's brief was to assist our client, 1st for Women Insurance (a brand focused on women), to promote breast cancer awareness during Breast Cancer awareness month, October 2011.
1st for Women wanted their clients to be encouraged to take control of their well-being by providing a simple message about the ease, privacy and importance of a self-examination.

Describe the challenges and key objectives
Most breast cancer awareness campaigns, apart from merely asking you to wear a pink ribbon, are situated in places where women are unable to perform the check on the spot.
Research tells us that in South Africa, 1 in in 29 women will be diagnosed with breast cancer at some time during her life. We also know that if detected early the chances of recovery are excellent.
We knew that we would need to create a piece of communication that would target women at an ideal moment (ie. in the shower).

Describe how you arrived at the final design
The result was 5,000 unique shower loofahs were distributed at an annual ladies' fun walk in October 2011 (the 2011 Avon-Justine Walk).
Each Loofah contained a hard, marble-sized ball inside it - meant to replicate the feeling of a lump. A tag attached to the loofah provided information underlining the importance of performing regular self-exams and medical check-ups.
The leaflets were embossed to make the interaction with the loofah, from receiving it to using it in the shower, as tactile as possible.

Give some indication of how successful the outcome was in the market
We don’t have any success stats as such, however, all 5,000 Loofahs were distributed within the space of an hour.