This fresh approach to cancer prevention resonated with women because it encouraged them to try new things, on their terms.
In 2013 the Canadian Breast Cancer Foundation worked with Idea Studio to create a fully integrated campaign that - for the first time - focused on the prevention of breast cancer. Our challenge was the “ways of prevention” were all well-known subjects; exercising, eating well, reducing alcohol, and quitting smoking. Not exactly new messages, so we asked ourselves; "If a woman hasn’t stopped smoking for fear of lung cancer, why would she quit for fear of breast cancer?"
We wanted our message to be loved by women, so we avoided the lecture about healthy choices. Instead, we worked with a psychologist who validated our hypothesis that if you feel good, you’re more likely to make healthier choices. We also learned that one of the best ways to feel good is to try new things. So, we inspired women to get out of their comfort zones and try something new, knowing that it would lead them to other healthy choices. We also reminded them that they didn’t need to be good at whatever it was. As long as they were trying, their health would benefit.
“Two-thirds of women who recall seeing the campaign say it positively impacted them in some way, causing them to think about ways to change their behaviour (e.g., diet, exercise, alcohol intake, etc.).” - Post campaign quantitative market research.
Based on the success of the initial campaign (targeting Ontarians only) our communications were rolled-out nationally, uniting all local Canadian Breast Cancer Foundations together, with one message, for the first time in their history.