Rethink Breast Cancer wins at TED

The "Your Man Reminder" campaign and app, created by John St., are named one of the world's top Ads Worth Spreading.

Rethink Breast Cancer and Toronto-based John St. are standing in some pretty good company. An ad and app they developed for Breast Cancer Awareness Month was named one of TED’s top 10 global Ads Worth Spreading at the annual TED conference in Long Beach, California.

The Ads Worth Spreading challenge, which brought in entries from 39 countries, is built to recognize and reward innovation, integrity and intelligence in advertising. It seeks out the best in online video storytelling, ads that inspire people to watch, learn and share across six areas of interest: talk, social good, cultural compass, creative wonder, brand bravery and storytelling. The winners were picked, of course, by virtue of their ability to break the mould in that regard.

The ad, an instructional video, promotes the app, which reminds women to give their breasts some TLC (touch, look, check). It uses hot guys to encourage them to check for anything out of the ordinary. Users can select a guy of their choice – from The Boy Next Door to The Player – to appear on their phone and remind them, in a flirty way, to give their breasts some attention. The app also includes info on how to detect breast cancer early and allows users to set reminders for doctor’s appointments.


advertiser: Rethink Breast Cancer
agency: John St.
CDs: Angus Tucker, Stephen Jurisic
ADs: Cheryl Geonanga, Junoh Kim, Denver Eastman
copywriters: Craig Lobban, Joe Vu, Lucy Foster-Friesen
team leaders: Stephanie Hurst, Melissa Tobenstein
account executive: Madison Papple
digital producer: Cas Binnington
digital strategist: Nicole Polivka
broadcast producers: Michelle Orlando, Christine Stephens
developers: Marc Cattapan / Endloop Studios
prodco: Spy Films
director: John Grammatico
executive producer: Luc Frappier
line producer: Peter Oad
editorial: Steve Manz, Relish
VFX: Justin Lee and Lev Bravo, 567vfx
audio/music director: Joey Serlin, Vapor Music
photography: Scott Ramsay