The New Zealand Breast Cancer Foundation: Breast Cream

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.

The New Zealand Breast Cancer Foundation: Breast Cream

Agency: Colenso BBDO

Campaign summary

The World Health Organization estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. Yet only women over the age of 40 are offered a mammogram, and despite traditional education and awareness campaigns, 70% of New Zealand women don't check themselves regularly. Our brief was to change this behaviour and encourage all women over the age of 20 to start a self-checking routine.

There are many reasons why women don't check their breasts - they don't know how, they...

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