Kancil Awards

The Malaysian Advertising Awards

(13.2) Promo & Activation [Use of Exhibitions & Digital Installations] - SILVER, Do You Have What It Takes To Be A Survivor?, McCann Erickson (M) Sdn Bhd

Brief
Breast cancer campaigns traditionally focus on awareness. But action is lacking. In conservative Malaysia, deeper discussions regarding breast health are still largely kept behind closed doors due to taboos or local sensitivities.This creates a knowledge gap. A majority of breast cancers are only being discovered in stage 4, which has a survival rate of 46%. If discovered just one stage earlier, the survival rate would have been double.

Solution
Working with survivors we were inspired by how open they were about their cancers and their breasts.They allowed us to tell their stories through their breasts. By creating models of their breasts complete with the tumors that had once been there, the exhibit allowed people to experience the journeys of breast cancer survivors.It invited people to find the lumps, then asked, "If these were your breasts, would you be a survivor too?" They also discovered educational information, proper demonstrations of self-exams and the most important point; that self-exams must always be backed up by clinical exams plus ultrasound scans or mammographies.

Title
Do You Have What It Takes To Be A Survivor?

Product / Service
Breast Cancer Awareness

Client
Pink Ribbon Wellness (L) Foundation

Chief Creative Officer
Richard Irvine

Creative Director
Gavin E. Hoh

Copywriter
Bee Nee Ng, Wong Jing Wei

Art Director
Vince Lee Chin Huei, Rachel Hoo

Designer
Jamie Hendricks

Client Service
Celina Loo, Yip Siew Fune

Print Producer
Jimmy Ong

Studio
Yap Wai Hung

Agency Producer
Pauline Moreira

Music
AddAudio Ex Sdn Bhd

Sound Engineer
Rodney Thomas

Vocalist
Bhavani Rajaratnam

Videographer
Andy Low Fie Puan

Editor
Jordan Goh Chee Yong

Event Agency
SquareRoots Sdn Bhd

Survivors
Celina Loo, Yip Siew Fune, Margerak Doraisamy, Nazura binti Mad Nor

OTHERS
Liew Mun Tip, Dayang Norfariza, Jenny Ban, Laura Lee, OFFICERS OF PINK RIBBON WELLNESS (L) FOUNDATION

Survivors
Yong Lee, Lee, Jenny Tan, Puan Sri Maniseh Adam, Datuk Dr Devanand

 

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