THE BREAST TEST by Cheil Johannesburg for Breast Health Foundation

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THE BREAST TEST

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market South Africa
Agency Cheil Johannesburg
Executive Creative Director Kris Luckraj
Copywriter Na'ama Oren
Producer Mbali Moleko, Nicky Bowden
Photographer Michael Spain-Smith
Released March 2013

Credits & Description

Advertiser: BREAST HEALTH FOUNDATION
Agency: CHEIL WORLDWIDE (SOUTH AFRICA)
Category: Charities
Co-Director: Gaby Grey (The Embassy)
Executive Creative Director: Kris Luckraj (Cheil Worldwide South Africa)
Producer: Mbali Moleko (The Embassy)
Photographer: Michael Smith (Red Head Studio)
Co-Director: Pete Van Jaarsveld (The Embassy)
Copywriter: Na'ama Oren (Cheil Worldwide South Africa)
Producer: Nicky Bowden (The Embassy)
Senior Art Director: Francesca Dalla Vecchia (Cheil Worldwide South Africa)

Implementation
Breast cancer affects everyone, it does not distinguish between status or gender. Because the campaign is aimed at a broad audience, our primary targets are under-privileged communities which account for 80% of the population. We had to find one commonality and that is, everyone buys fresh produce and checks soft fruits for their ripeness. In light of this we developed a simple idea, using a sticker placed on fruit to make breast cancer more tactile. This creates an analogy between feeling fruit for its ripeness and feeling breasts for cancer. Support for the stickers to further heighten awareness includes: 30" TVC, in-store posters and flyers demonstrating how to do a self-assessment.

Client Brief Or Objective
Breast cancer is a growing problem amongst men and women in South Africa, yet is often misunderstood, misdiagnosed and ignored. Statistics show that by the year 2020, breast cancer will be a bigger killer than HIV/Aids. The objective of our campaign for the Breast Health Foundation is to: • raise awareness especially in underprivileged communities • encourage people to take action and learn how to do a breast self-assessment • gather accurate statistics in South Africa.

Relevancy
We needed primarily to reach the mass market. Fresh produce is something we all buy. Because breasts are commonly associated with fruit, this metaphor granted us a wide spread and targeted media, that went home with our audience. A simple way to remind people to check their breasts and contact the Breast Health Foundation for any further information or to set up an appointment.

Outcome
This ongoing campaign is generating the much needed awareness, which is helping us break through various stigmas; in response more people are contacting the foundation and booking a free mammogram, which means we are able to assist them at an earlier stage and also create a credible and tangible database for South Africa.• On average 19,349 women per month were in contact with the foundation.• We detected 1,932 lumps / breast issues• Of the 1,932 lumps 636 were malignant