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Glamorizing Breast Health

4 min read
OFFICE: Dublin
Glam up your bra group photo
our solution

Support the girls in style.

We developed an integrated campaign with bras (a symbol of support) as the centerpiece. But they weren’t your average bras. We engaged well-known Irish personalities to glam them up into showstopping creations that we featured in the Marks & Spencer flagship store window on the busiest retail street in Ireland. Key messages accompanied the display, driving traffic to the Marie Keating Foundation website, which linked to breast cancer and breast self-check information.

To reach people beyond the streets, bra creators encouraged Facebook and Instagram users to share their own bra masterpieces with #GlamUpYourBra, while press coverage, opinion articles and interviews — one with a breast cancer survivor — filled in the gaps.

Glam Up Your Bra window display at Marks and Spencer

100% of our target audience reached during Breast Cancer Awareness Month.

the impact

We gave breast cancer awareness the va-va-voom it needed.

Roche became the name behind another successful campaign, while driving awareness that will save lives. And people were definitely interested. Traffic to breast cancer information on the Marie Keating Foundation website more than doubled to 108% during Breast Cancer Awareness Month.
people passed by the window display
total media impressions


This campaign highlights the individual breast cancer experience — an important message to focus on.
Dr. Janice Walshe
Oncologist, St. Vincent’s University Hospital and Tallaght Hospital

Public Health Initiative of the Year

Irish Healthcare Awards 2020


…by working together we seek to improve the current system and ensure everyone gets treatment.
Dr. Elaine McSherry
Medical Manager, Roche Products (Ireland) Ltd.