Roche: We Care For Her

This case study describes how F Hoffmann-La Roche, the pharmaceuticals company, raised awareness of breast cancer by negotiating Vietnamese taboos and encouraging women to talk to their close friends and family.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands