Audrey by McCann Erickson Kuala Lumpur for Bfm

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Audrey

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Industry Against Cancer
Media Radio
Market Malaysia
Agency McCann Erickson Kuala Lumpur
Copywriter Ean-Hwa Huang, Oon-Hoong Yeoh, Szu-Hung Lee, Gavin E. Hoh
Released June 2012

Awards

Intercontinental Advertising Cup, 2012
Best of Media Best of Radio Cup Winner

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: BFM MEDIA
Product/Service: BREAST CANCER AWARENESS
Agency: McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA
Creative Director: Ean-Hwa Huang
Creative Director: Szu-Hung Lee
Copywriter: Gavin E. Hoh
Copywriter: Ean-Hwa Huang
Copywriter: Yeoh Oon Hoong
Copywriter: Szu-Hung Lee
Title: AUDREY
DM/Advertising Agency: McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA

Brief Explanation
Since breast cancer can strike when least expected, can an awareness campaign also do the same?
The concept was to interrupt regular radio programming on the all-business channel BFM 89.9 with reminders. These were seamlessly delivered as news items, interview questions or even business-coaching tips by the newscasters and programme hosts themselves; in exactly the same style of delivery as the segment they were presenting.
Primarily targeting women, some spots were chosen to tackle awareness of male breast cancer as well.
BFM 89.9, in support of breast cancer awareness.