Initial situation
Small act, big change
With their Breast Cancer Awareness Campaign 2015, the Estée Lauder Companies wanted people to take action: On the one hand, it was about going to checkup on a regular basis, and on the other hand, people should leave postings under #BCAstrength and on BCAcampaign.com. Because for every post, 25 dollars went to breast cancer research – that’s half an hour of research time.
Strategy
Reduction to the essentials
A positive image should be communicated in all advertising channels in the simplest and most reduced way. It should also be made clear that even a small action – a checkup or a posting – can transform a terrible fate to new hope and a „BREAST CANCER“ to a „BEAT CANCER“.
Implementation
A film that moves!
A 25-second TV and online spot, conceived and produced by REICHLUNDPARTNER with the free support of all participants, as well as a radio spot and web banner brought the campaign to the point. Even the internationally known music star Parov Stelar could be won over for the project and arranged the film music.
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