Title | One Cup Bra |
Agency | DDB Brussels |
Campaign | One Cup Bra |
Advertiser | La Ligue Contre le Cancer |
Brand | Ligue Contre Le Cancer |
Posted | June 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 | Dominique van Doormaal |
Art Director | Grégory Titeca |
Art Director | Mohamed Oudaha |
Account Director | Thierry Van Baren |