Rethink Breast Cancer: Give-A-Care

Canadian non-profit Rethink Breast Cancer boosted donations by creating a line of products specifically designed for women recently diagnosed with breast cancer.

Campaign details

Brand: Rethink Breast CancerAgency: IG2 TorontoCountry: North America

Executive summary

Rethink Breast Cancer managed to turn an awareness campaign into a permanent and expanding product line, with partnerships from several high-profile US and Canadian retailers, while solving the problem of what family and friends can say or do for a loved one who has been recently diagnosed with breast cancer.

The line of 22 OTC application products was a first of its kind and reflected the actual needs of women newly diagnosed with breast cancer. The Give-A-Care Collection bridged the communication gap between...

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