Summary

Self-examinations are key to detecting breast cancer early. Women in Hong Kong are aware of this, but many do not self-exam. Roche wanted to make self-exam a priority.

Past breast cancer awareness campaigns tended to turn women off with their foreboding tones. We needed to be different, to make the kind of impact these campaigns had failed to achieve.

How did we do it? Cupcakes.

One in 16 women in Hong Kong are diagnosed with breast cancer in their lifetime. So one in sixteen of the 6,000 breast-shaped cupcakes we gave away had a secret lump inside.

The campaign reached more than 1.5 million people - 147% more than original targets.

Google search for "breast cancer symptoms" increased by 240-fold compared to the same month in the previous year.

Most importantly, the Hong Kong Academy of Nursing (HKAN) reported a huge increase in appointments for breast screening.

Problem

1 in 16 women in Hong Kong will be diagnosed