Rethink Breast Cancer
FACT: Teen girls are overestimating their risk of breast cancer.
Why? Because in a hyper breast cancer-aware world, they're constantly inundated with information and misinformation about the disease. Plastic water bottles, cell phones, underwire bras - are they really cause for concern?
#8008135 (aka "BOOBIES" on a calculator) is a fun, educational pro-bono campaign targeting teen girls that gets to the root of the problem and empowers them to dial into the real facts about breast health. Because the best breast cancer prevention is education.
The 360-degree myth-busting campaign for Rethink Breast Cancer included a launch video featuring teen influencers, a Messenger chatbot (the first of its kind for breast health), social content, OOH, interactive phone booths, and a limited edition H&M t-shirt collection that got people wearing their support on their chests - literally.
The #8008135 chatbot - the first breast health hotline, online - busts pervasive cancer myths 24/7 and provides girls with a safe, fun, and intuitive space to ask questions they may be be too embarrassed to ask otherwise.
A collection of 5 tees designed exclusively for H&M - worn, loved and shared by influencers and celebrities like Olivia Wilde.
Custom tags with breast cancer facts accompanied each limited edition tee.
ADVERTISING & DESIGN CLUB OF CANADA, Gold, PR Influencer Campaign,
Silver, Interactive Campaign
CREATIVE DIRECTORS Alexis Bronstorph, Kelsey Horne