Rethink Breast Cancer: Give-a-care Collection, 3

Credits & Description:

Entrant: Lg Toronto
Brand: Give-a-care
Corporate Name of Client: Rethink Breast Cancer
Agency Account Directors: Krista Findlay/Antoine Levasseur
Agency Account Manager: Taylor Johnston
Agency: lg Toronto
Creative Directors: Chris Hirsch/Nellie Kim/Claude Auchu
Copywriter: Ariel Riske
Art Director: Zachary Bautista
Graphic Designer: Élise Cropsal
Production Company: lg2fabrique, Montreal
Synopsis:
For years, campaigns have spoken to women about the prevention and detection of breast cancer. But what do you say to a woman who's just been diagnosed? Introducing The Give-A-Care Collection: the first line of products for women with breast cancer, that actually understands women with breast cancer. With products ranging from lemon candies that mask the metallic taste of chemo, to a zip-front hoodie that’s easy to get on and off post-surgery, each product helps treat both the physical and emotional side-effects. Available exclusively online, supporters can build a care package, while "doctor talk" is broken down and translated. Each campaign element, product name, and online description is written in a way that offers a glimpse into her experience, breaking through the tired clichés so conversations can get real. So much more than just a product line, the collection offers comfort while bridging the communication gap between her and her supporters.