Libra personalises ovarian cancer risk

Libra personalises ovarian cancer risk

In a month dominated by breast cancer awareness Libra has launched a campaign driving knowledge of another female cancer, for the Ovarian Cancer Research Fund (OCRF).

B&T Magazine
Posted by B&T Magazine

Created by Hell I’m Venus, a creative agency specialising in advertising to women, the campaign aims to find an early detection test for the cancer known as the ‘silent killer’.

As sponsors of OCRF Libra is leveraging its fan base on Facebook to push out the message, which encourages them to share via Facebook, Twitter and YouTube and make a donation.

The video was filmed on a green screen so that when a consumer views it through Facebook it will be personalised, featuring pictures of themselves and their friends. There are six Facebook ads, one eDM and a microsite. 

Carla Gilbert, brand manager at Libra, said: “The team at Libra are very passionate about supporting the OCRF’s mission in finding an early detection test for ovarian cancer, which currently affects approximately 1,200 Australian women every year.”

Creative director for Hello I’m Venus, Jessie Jordan, added: “We needed to hit home on this one and a simple Facebook post wasn't going to cut it. By personalising a message to our viewers we can leave them really thinking about how ovarian cancer could effect them.”

Credits: client Libra, agency Hello I’m Venus, creative director Jessie Jordan, account director Larissa Farr, digital producer Ruth Parsons, Facebook developers Social Media House, director Abs Elmaz, video production 500 digital media, managing director Kristian Curcio, director Shannon Young, DOP Aaron Foley, audio Bobby Baskaran, producer Jen Levy.