Breast cancer. It’s an important topic, but one that can be hard to talk about. Especially among young people, where it accounts for 30% of all cancers in those aged 18 – 39. But many don’t believe they’re at risk of developing it, while others avoid thinking or talking about it altogether. So, what’s the best way to talk about breast cancer? And how do we get people to start checking themselves?
AMBITION
Crafting meaningful conversations about breast cancer
Stella McCartney, the world-famous fashion house, wanted people to sit up and take notice of its 2021 Breast Cancer Awareness (BCA) campaign. They wanted to engage young people, inspire them to start talking about breast cancer and to regularly check themselves.
ACNE, Deloitte Digital’s creative agency, wanted to talk to young people in a way that resonated with them. They paired the hit Netflix show, Sex Education, with Britain’s iconic fashionista. The aim? To make sure the BCA campaign was more memorable and digestible.
ACTION
Creating a simple, powerful, and life-changing message
We worked in tandem with both brands to create a campaign that was informative, fun, and packed with Sex Education’s legendary dry sense of humour. We even made a short film with the cast, which featured a cameo from Stella McCartney herself. In this film, the students are bored in health class and are watching dull sex education films about breast cancer. But they soon start busting myths about the disease with razor-sharp one liners, which show viewers how to properly check themselves in a short and catchy self-examination routine.
‘Triple T: Toilet. Teeth. Tits.’ We used the power of three to create a cheeky and memorable message that grabbed people’s attention and could save lives. We put it at the heart of a fully-fledged campaign that had everything from GIFs and influencers to a Times Square billboard and a range of limited-edition Stella McCartney t-shirts.
ACHIEVEMENT
Empowering young people to check themselves
‘Triple T’ was ACNE’s first BCA campaign and Stella McCartney’s seventh. Through its reach, ‘Triple T’ became the most engaged post on Stella McCartney’s Instagram page. It reached a whopping 13.1m people and earned 185 global media placements. On top of that, the earned media placement in New York’s Times Square received an eyewatering 3m impressions, while the film received over 2.6m views. The content was shared by thousands of people on social media – including A-list celebrities Charlize Theron and Kylie Minogue. And as if that wasn’t enough, ‘Triple T’ scooped up numerous awards for its impact and message.
Conclusion Text. Bold and highlighted teal
With a striking and award-winning campaign, we helped Stella McCartney connect with a younger generation and encourage them to start talking about breast cancer.
