Nexus Gold - Innovation
New Zealand Breast Cancer Foundation
Nick Worthington, Mike Davison, Kristal Knight, Rachael Macklin, Sarah Williams, Hannah Watson, Serena Fountain-Jones, Neville Doyle, Sarah Oberman, Paul Gunn, Gene Wheaton, Rek Kok, Jodi Davis, Marco Siraky, Hannah Habgood, Carla Jordaan
Tim White, Michele Richards, Andrew Timms, Pete Ritchie, Alex Gage-Brown
The World Health Organisation estimate that over 400,000 women a year globally could be saved by the early detection and treatment of breast cancer. However, with a surprisingly high number of women feeling uncomfortable about checking themselves, too few were engaging in this life- saving routine.
The objective was to drive women to take direct action - to increase awareness of the benefits of self-checking, to get them checking more regularly and to make them more comfortable discussing this topic with friends and family.
Moving away from traditional approaches to Breast Cancer charity communications, a product called Breast Cream was created; a simple moisturiser whose very presence in the bathroom helps make checking your breasts a non-threatening, familiar part of your regular beauty routine.
Breast Cream is a simple, healthy moisturiser that was created as a completely new way to talk to women about the importance of self-checking, of getting to ‘know what your own normal feels like’.
By integrating this product into the daily routine of NZ women, it was hoped that a real, lasting behaviour change would be created in a way that could save lives through increasing the chances of early detection of Breast Cancer.
This project was a completely unique take on a problem that has been the focus of countless campaigns across globe for years. What’s more, it created real, life-saving behaviour change among the women of NZ.