Empower: Schick and Rethink Breast Cancer

Schick/Quattro is inviting women to post images of their breasts online as a symbol of commitment to breast awareness. An interactive exhibit, the 'Booby Wall' (boobywall.ca), focuses on awareness and prevention, encouraging women to familiarize themselves with Toronto-based Rethink Breast Cancer's early detection initiative, the Touch. Look. Check. (TLC) program.

Schick/Quattro is inviting women to post images of their breasts online as a symbol of commitment to breast awareness. An interactive exhibit, the ‘Booby Wall’ (boobywall.ca), focuses on awareness and prevention, encouraging women to familiarize themselves with Toronto-based Rethink Breast Cancer’s early detection initiative, the Touch. Look. Check. (TLC) program.

‘If you shave your underarms, it’s really easy to check your breasts in the process,’ says Helen Kargas, senior brand manager for Schick/Quattro, Energizer Personal Care, adding that both brands speak to women aged 25 to 40. Comments and dedications on the site reveal the personal level on which participants are taking part, be it a ‘young and boobless’ woman showing her double mastectomy scars or ‘I love you, Grandma, this one is for you.’

The movement has spread beyond the Internet. At least 800 women had their pictures taken in the portable Booby Booth, bringing the total number of pictures on the site to 1,300. The booth was at L’Oréal Fashion Week and LifeFest in Toronto this spring, and will travel to Rethink Breast Cancer events this summer.

‘To be a leading brand, you have to take some risks,’ says Kargas. ‘This can have a positive impact on your brand.’ And it has. Some of the traffic from boobywall.ca – the site saw 850,000 unique visitors from over 180 countries within three weeks of the launch and 80,000 on the first day alone – has spilled over to Schick.ca, where traffic is up more than 200% over last year. Participation has come from as far away as Australia, India, Africa and Japan.
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