The Breast Cancer Anthem
Honouring Chrissy Amphlett.
Breast Cancer statistics were on the rise and Australian women were becoming fatigued with communications from pink washing organisations. How do we disrupt the market and get Women proactively checking themselves?
Solution
We don’t talk at them, we entertain them to encourage self-examination
Execution
A content series using a well-known Australian icon’s song and Australian celebrities
Results
Reached 400 million + ppl, achieved $7 million in PR with zero budget.
Awards: Cannes Lions Health: Gold – Film. Gold – Film Use of Music and Sound Design. Silver - PR. Bronze -Integrated. Bronze – Integrated Digital. Bronze - Digital. Shortlisted for Grand Prix for Good x 2. CLIO: Gold - Branded Entertainment Music. Silver – Branded Entertainment Film – Scripted. Bronze – Film Technique. D&AD: For Creative Excellence – Integrated & Innovative Media. For Creative Excellence – Film Advertising Crafts/Use of Music for Film Advertising. New York Festivals. First Prize – Branded Entertainment: Craft – Best Use of Music. Third Prize Award – Film: Craft – Best Use of Music. Third Prize Award – Public Service Announcements: Film. Third Prize Award – Integrated: Best Use – Public Service. Finalist Award - Integrated: Best Use – Branded Entertainment. Finalist Award - Integrated: Best Use – Integrated. ONE SHOW: Branded Entertainment | A10: Creative Use of Music Supporting a Brand. Adfest: Grande Prix for Humanity – Branded Content & Entertainment Lotus. Gold Lotus – Interactive. Silver Lotus – Film. Silver Lotus – Integrated