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

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)
Outcome:
The collection has received an overwhelmingly positive response from the breast cancer community, many citing this project as ground-breaking, refreshing, and sorely needed. Several survivors have even said they wished it existed when they were undergoing treatment, which has been echoed by others wishing it existed while their loved ones were alive. 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. Supporters have also anonymously donated to the campaign, sending over 400 additional packages to newly diagnosed women.
Relevancy:
The Health & Wellness Lions celebrate creativity for personal well-being with exceptionally engaging work that publicly educates and promotes non-prescription products. Rethink Breast Cancer's "Give-A-Care" campaign is precisely that. Its line of 22 OTC Application products helps break the ice with a loved one who has been recently diagnosed with breast cancer, while giving them the care and understanding that they really need. It's the first line of for women with breast cancer, that actually understands women with breast cancer.
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. From the product launch to the dozens of evergreen social posts that were developed for each product in the line, the rollout of this campaign was truly integrated into our target’s lives. There were wild postings and billboards, full-page ads in national newspapers, and morning show coverage in Canada and the US, including the Today Show.
Strategy:
All 22 items tap into unique insights, helping to treat both the physical and emotional side effects of treatment. But more than just gifts she actually needs, each product and online description are 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.
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.
Brief with projected outcomes:
Give-A-Care solves a problem that most supporters didn’t know existed; flowers can put her at risk of infection and trigger distress when they die, balloons made of latex can trigger allergic reactions, and many creams found in gift baskets have parabens, aluminum, or scents she may be adverse to.
Campaign Description:
The Give-A-Care Collection from Rethink Breast Cancer is the first line of products for young women with breast cancer, that actually understands young women with breast cancer. So much more than just an OTC 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. Available exclusively at http://www.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.