Glamorizing Breast Health Puts Breast Cancer Awareness On Display.

How do we make an age-old cause a topic worth talking about?

In Ireland, women age 50 to 64 receive a mammogram every two years. But that age screening misses the quarter of younger Irish women who are diagnosed with breast cancer each year — a group that’s not even talking about the signs, symptoms and risk factors. Roche and the Marie Keating Foundation, one of Ireland’s leading breast cancer charities, teamed up during Breast Cancer Awareness Month to bring breast health to the forefront — something many have tried but failed to accomplish. With one month to prepare, Roche asked FleishmanHillard to create a memorable campaign that would raise breast health awareness among the target audience — all 520,000 25-to-40-year-old women and all 28,000 breast cancer survivors in Ireland.

Supporting the girls in style.

We developed an integrated campaign with bras as the centerpiece. But they weren’t your average bras. Well-known Irish personalities glammed them up into showstopping creations that we featured in the Marks & Spencer flagship store window on the busiest retail street in Ireland. Key messages and CTAs accompanied the display, driving traffic to the Marie Keating Foundation website, which linked to breast cancer and breast self-check information. We targeted Facebook and Instagram users through a social campaign led by the bra creators who encouraged our target to share their own bra masterpieces with #GlamUpYourBra. Press coverage, opinion articles and interviews — one with a breast cancer survivor — helped extend our story.

Results with a little va-va-voom.

We reached 100% of our target audience during Breast Cancer Awareness Month. We got people interested — and talking. Upwards of 480,000 people passed by the Marks & Spencer display, and traffic to breast cancer information on the Marie Keating Foundation website more than doubled to 108%. Over 600,000 people were reached through print, online and medical trade publications, and more than 500,000 social media impressions were made. Roche became the name behind another successful campaign, while driving awareness that will save lives.