A new pro bono campaign with clip-and-save coupons by Zig for the Rethink Breast Cancer organization wants to help you save – your life, that is.
‘It’s about theoretically saving your life or working towards that,’ says Alison Gordon-Farber, director of communications and marketing for Rethink.
The print ad, which has clip-out breast-shaped coupons with information about breast cancer prevention, launches in the November issues of Fashion and Inside Entertainment magazines and works in conjunction with its latest TV spot ‘Man Breasts,’ also created by Toronto agency Zig.
The irreverent spot, featuring men with very obvious breasts, takes a more light-hearted approach, says Gordon-Farber. Meanwhile, the coupon ads offer greater information and ‘deeper take-away messages’ on how to lower the risk of breast cancer.
A recent survey conducted for Rethink by youth marketing firm Uthink found that 87% of women aged 20 to 35 do not perform monthly breast self-examinations (BSEs) and that 35% of women think there is nothing they can do to prevent the disease. ‘A lot of breast cancer organizations are trying to promote the message of BSEs, but it’s not breaking through,’ says Gordon-Farber.
‘The PSA is intended to grab people’s attention by using a familiar icon like a coupon but twisting the message,’ says MJ DeCoteau, executive director for Rethink. ‘Though the style is witty, the PSA delivers a strong, serious message about the important steps one can take towards prevention. Unfortunately, I meet far too many people who have misconceptions about the specific facts.’
Elspeth Lynn, co-CD on the campaign, says the ads, which include advice such as limiting alcoholic beverages and improving diet, are ‘unlike any coupon you’ve ever seen.’ Lynn says she hopes the ads, along with the TV spot, will lead women to the Rethink Web site so they can learn even more about prevention.
Credits
Client: Rethink Breast Cancer
Agency: Zig
Co-creative Directors: Elspeth Lynn and Lorraine Tao
Art Director: Rose Graziano
Copywriter: Jennifer Wilson
