Mohamed Oudaha
brussels, Belgium
TitleOne Cup Bra
Agency
Campaign One Cup Bra
Advertiser La Ligue Contre le Cancer
Brand Ligue Contre Le Cancer
PostedJune 2005
Product Annual Breast Cancer Check-Ups
Business Sector Disease Awareness, Support Groups & Associations
Philosophy While women are looking for a new bra, they will unexpectedly discover, amongst "the normal bra's", a bra with a single cup and a short message, stimulating them to go for a check-up.

Location: Lingerie shops where the target does not expect this kind of message, but where the message will have full attention and impact.
Problem One woman in 11 will develop breast cancer in her lifetime. Cancer detected early can avoid aggressive treatments and reduce the death rate from 50% to 30%.


This action has to stimutlate women between 40 and 50 to go to the doctor's for a yearly check-up.
Result -Free media exposure.

-Increase in:


.Number of calls to the free 0800-15-801.

.Visits to www.cancer.be.

.On-line brochure demands.
Media Type Direct Marketing
Length
Market Belgium
Creative Director
Art Director
Art Director
Account Director

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