Breast Cancer Research Centre WA is on a mission to improve outcomes for patients and their families. They teamed up with Rare to communicate a message of hope, while raising brand awareness on a tight budget.
The words ‘breast cancer’ hold so much power. As soon as people hear them, they can feel like it’s a losing battle before the fight has even started.
However, with the development of new diagnostic tools and treatments, people are increasingly able to beat their prognosis and continue to live incredible lives.
“After speaking with staff, we got a good perspective on how impactful the brand is on people’s lives, which led us to the brand platform of ‘unrelenting impact,’” says Rare General Manager of Marketing Jez Reilly.
This emotive new brand campaign aimed to take some of the power out of the words ‘breast cancer’ and instill a sense of optimism about the future.
The campaign was created in collaboration with Media Forte’s Karen Blight who delivered a multi-tiered media approach and partnerships across TV, radio, digital and social to ensure the message reaches and engages with its audience over a sustained period.
Special thanks to the production partners Soundbyte and The Office of John Cheese for their help in creating the campaign and supporting a good cause.
Rare’s Managing Director Callum Mackenzie, said: “When asked to help Carmelo and his world leading team at Breast Cancer Research Centre it was an easy decision to say yes. They are such an amazing group of highly committed and incredibly talented people fighting a cause that touches so many of our families and friends.”
Breast Cancer Research Centre WA
Chief Executive Officer: Carmelo Arto
Creative Director: Liz Hammond
Writer: Simon Mullins
Art Director: Rob Mead
Managing Director: Callum Mackenzie
Account Director: Adriana Robbins
General Manager Customer Insights & Marketing: Jez Reilly
Sound Designer: Brad Habib
Studio Producer: Chantall Brouwer
The Office of John Cheese
Visual Effects: James Hawkes
Visual Effects: Walter Cheung
Director: Karen Blight