Rethink Breast Cancer | #8008135
Breast cancer fact or fiction? These days it can be hard to tell.
#8008135 (aka "BOOBIES" on a calculator) is a pro-bono campaign targeted to teen girls to help them navigate the information, and misinformation, out there on breast cancer. To combat the hyper breast cancer aware world we live in, we created a fun, educational campaign that empowers young women to dial into the real facts about breast health.
The 360-degree myth-busting campaign for rethink breast cancer included a launch video featuring teen influencers, a Messenger chatbot - the first of its kind for breast health, social content, OOH and a limited edition H&M t-shirt collection that got people wearing their support on their chests - literally.
To reach teens where they are, we created the first breast health hotline, online - the #8008135 chatbot. The Messenger chatbot busts pervasive cancer myths 24/7 and provides girls with a safe space to ask everything they’ve ever wanted to know about breast health. We empowered girls everywhere to get the real facts and encouraged them to #knowthy8008135 - because the best breast cancer prevention is education.
Also, GIFs. Because teens.
A collection of 5 tees designed exclusively for H&M. Worn, loved and shared by influencers and celebrities like Olivia Wilde.
Custom tags with breast cancer facts were created to match each limited edition tee.
And 8008135.com was our millennial pink hub online.
ADCC Awards 2018 | Gold, Public Relations, Influencer Campaigns
ADCC Awards 2018 | Silver, Interactive Advertising, Integrated Digital Campaigns
Creative Directors | Alexis Bronstorph & Kelsey Horne
Art Director | Haley Koehn
Copywriter | Whitney Tam