Ogilvy has developed a new campaign for the Breast Cancer Foundation New Zealand (BCFNZ), which aims to raise awareness of breast cancer by highlighting that ‘normal’ is different for everyone.
The campaign will be rolled out across multiple platforms this week to coincide with Breast Cancer Awareness Month. Executions include three films that will be seen on VOD, cinema, social, digital, plus static OOH (billboards, street posters and street furniture), and radio, influencer activity and PR.
The campaign was directed by Revolver’s Fiona McGee and uses the tagline “Know what’s normal for you, so you’ll know what’s not”. It reinforces that the best way for women to engage in early detection is to get to know their own bodies, so they’re able to spot any changes.
“We needed to create a comfortable space around a topic that’s uncomfortable by nature,” said Ogilvy NZ executive creative director Kristal Knight.
“Knowing what’s normal for you is more than a call to action, it’s a fundamental change in behaviour, and taking the fear out of getting to know our own bodies is an important step. So to make this message memorable, we went to the extreme, and through the genius of Fiona McGee created breasts with fantastical abilities, to remind all women that ‘normal for me’ looks and feels different for everyone, so you need to get to know yours,” added Knight.
The campaign follows another BCFNZ campaign developed by Ogilvy to encourage mammograms called “Maybe it’s a sign” launched in April. The agency has been working with the not-for-profit charitable trust for the past two years.
“We know that breast cancer is more treatable if it’s caught early. For women over forty, we’ve reminded the nation that this means having regular mammograms. But long before that age and stage, the most important thing we can do is perform a self-check, and get really familiar with what’s ‘normal’, and what isn’t. It’s an incredibly important yet overlooked action of getting to know yourself, your breasts and your whole chest area. A seemingly simple, yet potentially life-saving act, and one we hope this memorable campaign will remind all women to undertake,” said Breast Cancer Foundation NZ CEO Ah-Leen Rayner.
“Asking people to examine their breasts can bring out a whole range of different emotions and sensations, which are completely unique to the individual, much like their breasts. And since there is no universal normal, we hope this campaign will encourage all women to check in with their own chest to discover what’s normal for them and empower everyone to own their unique quirks,” added Ogilvy NZ creative team Chelsea Sietses and Matt Woods.
Credits:
Strategy and creative: Ogilvy NZ
Media agency: Spark Foundry
Production company: Revolver
Director: Fiona McGee
Managing Director / Co-owner: Michael Ritchie
Producer (AU): Max Horn
Producer (NZ): Mark Foster
Post-Production: Blockhead NZ
Sound studio (films): Liquid
Executive producer: Tamara O’Neill
Sound design: Craig Matuschka
Sound studio (radio): Radiate
Engineer: David Liversidge
Music Licencing: Level Two
Music supervisor: Marcus Brooke-Smith
Social strategist: Casey McPike
PR advisor: Kimberly Kastelan
