A new breast cancer campaign from a new agency

January 28, 2013  |  Rebecca Harris  |  Comments

The Canadian Breast Cancer Foundation (CBCF) has launched a new campaign to inspire women to make changes that can reduce their risk of breast cancer.

The 30- and 60-second TV spots feature women in active pursuits outside their comfort zones. The spots – scored by Portishead’s “Glory Box” – end with the tagline “You don’t have to be good to be healthy” and direct viewers to a Tumblr site, ReduceYourRisk.ca.

The campaign, which also includes print ads and a social media component, was developed by Idea Studio, a new agency launched last year by Bruce Sinclair, formerly creative director of TribalDDB and Roy Levine, formerly COO at Partners + Edell (now Rain 43).

Sinclair told Marketing that the target audience has “fatigue” from hearing the same message about breast cancer prevention tactics such as getting more exercise and reducing alcohol consumption. “We didn’t want to lecture women,” Sinclair said. “In fact, we wanted the opposite.”

The aim of the campaign is to encourage women to “get out of their comfort zone and try something new, regardless of how good they might be at it. We know that if they’re successful in [trying new things], healthy changes will come as a result.”

Sandra Palmaro, the CEO of the cancer organization’s Ontario region, noted that while mortality rates from breast cancer have dropped by nearly 40% over the last 30 years, there’s been very little change around the number of people getting diagnosed with the disease.

“Twenty-three thousand women a year will be diagnosed with breast cancer in Canada and that level of incidence hasn’t changed in many, many years,” she said. “We really saw the need to be doing a better change of educating women about what they can do to reduce their risk of getting breast cancer.”

The PSAs are running on CTV, City, CHCH and Global Ontario. Print ads are running in Canadian Living, Elle Canada, Style at Home, Canadian Gardening and Fresh Juice.

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