Roche: We Care For Her
Vu Nguyen, Giang Tran and Chi Bui
Campaign details
Brand owner: RocheLead agency: TBWA\ Group VietnamBrand: RocheCountry: VietnamIndustry Public healthChannels used: Direct marketing, Earned media, buzz, Events and experiential, Online video, Other and ambient media, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes how (La) Roche raised awareness of breast cancer by negotiating Vietnamese taboos over talking about it directly.
In Vietnam, breast cancer is a public-health problem, with 12,000 women diagnosed...