Entrant Company
Pagés BBDO
Entry Type
Direct-to-Consumer - Unbranded
Advertiser Category
Pharmaceutical
Category
Use of Talent/Influencers
We identified that women are becoming more immune to breast cancer communication every year, so we had to nd a way to break through the barrier.
We asked ourselves the question of who could love boobs more than babies, and the answer was obvious: men.
The idea was to create a campaign where, unlike all the others, our primary audience were men and we taught them the 5 steps to early detection of breast cancer so they could practice it on their partners. Our goal with the disruptive nature of the communication and execution was to also reach women through their partners and the media.
Another plot twist of the idea is that it was through a rather unusual platform: OnlyFans. We hacked OnlyFans to give a message that could save lives and make people understand that only ve steps can make the difference.