| One Show 2012 | ||
|---|---|---|
| One Show | Public Service / Radio - Campaign | Bronze |
| Cannes Lions 2012 | ||
| Radio Lions | Public Health & Safety, Public Awareness Messages | Silver |
| Radio Lions | Best Use of Radio as a Medium | Silver |
| AD STARS 2012 | ||
| Radio | Produced by non-profit organizations, NGOs or other similar organizations | Crystal |
| Spikes Asia 2012 | ||
| Radio | Public Service, Charity & Fund Raising | Gold |
| Radio | Use of Radio as a Medium | Gold |
| London International Awards 2012 | ||
| Radio | Public Service/Social Welfare | Short List |
| Radio | Public Service/Social Welfare Campaign | Gold Winner |
| Intercontinental Advertising Cup, 2012 | ||
| Best of Media | Best of Radio | Cup Winner |
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.