Rethink Breast Cancer: Give-A-Care [image] 2

Credits & Description:

Title: Give-A-Care
Agency: Lg2 Toronto
Brand: Rethink Breast Cancer
Country: Canada
Entrant Company: Lg2 Toronto
Advertising Agency: Lg2 Toronto
Creative Director: Nellie Kim (Lg2)
Creative Director: Claude Auchu (Lg2)
Creative Assistant Director, Design: Élise Cropsal (Lg2)
Copywriter: Ariel Riske (Lg2)
Art Director: Zachary Bautista (Lg2)
Account Director: Krista Findlay (Lg2)
Account Executive: Antoine Levasseur (Lg2)
Account Manager: Taylor Johnston (Lg2)
Account Executive: Chloé Gascon (Lg2)
Group Account Director, Digital: Alexandre Normand (Lg2)
Digital Creative Director: Jennifer Varvaresso (Lg2)
Ux Designer: Joël Auchu (Lg2)
Ux Designer: Nicholas Baldovini (Lg2)
Digital Strategic Planner: Meg Siegel (Lg2)
Print/Web Production: Lg2fabrique (Lg2fabrique)
Creative Director: Chris Hirsch (Lg2)
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 has just been diagnosed? During our discussions with over 500 young women undergoing treatment, they spoke to how isolating it can feel when people don't know how to talk to you anymore. How flowers, balloons, and mind-numbing optimism do nothing to help. And how they were sick of being treated like “a sick person” and desperately just wanted to be understood.
Strategy:
More than just gifts she actually needs, each product is written in a way that offers a glimpse into her experience. With products such as the “I-don’t-want-to-have-this-conversation-either-but-it’s-too-late-I-already-made-the TEA,” the “If-I-barely-understand-what-my-doctor’s-saying-what-do-I-tell-my CHILDREN’S BOOK,” and the “If-one-more-person-tells-me-that-at-least-I-don't-look-sick-I-may-never-get-rid-of-this HEADACHE BALM,” the collection creates awareness while offering comfort and understanding.
Execution:
Each product under the Give-A-Care brand was developed and designed from scratch, with icons crafted by hand. This same handcrafted aesthetic and attention to detail were translated into the website, the packaging itself, and all campaign materials. From conception to execution, the project has been praised as a welcome change from the usual clichés, standing out in a sea of pink. Breathing life into an often somber category, it feels young, fresh, and anything but clinical.
Outcome:
Truly a campaign for social change, the collection created a whole new product category for this niche group of women who had otherwise been lacking the necessary support. And with all products and media generously donated, a business model was created that cycles 100% of funds from the products back to the patients and the charity to further advance their work. What began as an awareness campaign has turned into a permanent and expanding product line, with partnerships from several high-profile US and Canadian retailers. With shoppers from over 115 countries, a 565% increase in average donations, and 120,000,000 impressions on a $0 media spend. The campaign was also requested to be presented at the World Cancer Congress in Paris this past fall.
Campaign Description:
Introducing "Give-A-Care" from Rethink Breast Cancer: The first line of products for young women with breast cancer, that actually understands young women with breast cancer. So much more than just a product line, the Give-A-Care Collection bridges the communication gap between her supporters by raising awareness of what she’s really going through while improving her quality of life with real, tangible product benefits. At giveacare.ca, supporters can build a custom care package, with products like lemon candies that mask the metallic taste of chemo, or a zip-front hoodie that’s easy to get on and off after surgery. All 22 items tap into unique insights, helping to treat both the physical and emotional side effects of treatment.