Product innovation | NZBCF | Breast Cream
Project date: October 2014
Creating a new beauty routine to save lives
The World Health Organisation estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. Yet despite research showing that most New Zealand women know they need to check themselves regularly, 70% of them don’t actually do it. We wanted to change this and turn awareness into action.
The Breast Cream concept
Breast Cream is a simple moisturiser that makes checking your breasts a part of your regular beauty routine. Simply applying it helps you look and feel for any lumps or changes that could be signs of cancer. So if you notice anything unusual, you can tell your doctor straight away. It’s a new beauty routine that could save your life.
The supporting campaign included this graphic online film, press ads in national newspapers and women’s magazines and POS posters.
Awareness around breast cancer is highlighted every October, but checking your breasts once a year is definitely not enough. Breast Cream is designed to sit on your bathroom shelf next to your toothpaste and deodorant, reminding you keep checking yourself regularly. It turns 'self-examination' from something off-putting and technical, into something as easy and familiar as applying body moisturiser.
The agency partnered with New Zealand’s leading natural skincare manufacturer and negotiated shelf space in the beauty aisle of New Zealand’s four largest supermarket chains. It can also be shipped internationally from skinfood.co.nz
Hijacking the beauty industry
Most women invest time, money and energy applying beauty products to whiten their teeth, straighten their hair or smooth their skin. We wanted them to stop and think about spending a few moments applying a cream that could save their life. Breast Cream was quickly picked up numerous national and international beauty sites, receiving rave reviews. Putting a spin on this, a print ad was created which described the product as the first "cream that gives you wrinkles", this execution won a Gold at the Cannes Lions Festival.