Zig
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Ikea •
The Royal Agricultural Winter Fair •
Rethink Breast Cancer Mr. Sub • Virgin Mobile |
Rethink Breast Cancer
Rethink Breast Cancer is a charitable organization whose mandate is to transform young people’s attitudes and raise awareness and money for breast cancer research and education. For the past six years, Rethink Breast Cancer sold hip “Fashion Targets Breast Cancer” T-shirts for the cause, but, in recent years, sales of the T-shirts had declined dramatically. Zig needed to re-energize the campaign.
In April 2006, teaser posters appeared downtown in Canadian cities showing a woman holding a T-shirt in front of her chest and the words “checkoutmybreasts.com.” Newspaper, magazine, washroom posters and banner ads all drove traffic to the website. At checkoutmybreasts.com, the model from the print ads told us where, when and why to pick up a Fashion Targets Breast Cancer T. She then dropped her shirt and took the viewer through a breast examination.
Word of mouth and general buzz helped make this year’s campaign a success. Most telling: Over a million hits a day on the site.
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