The Challenge

For years, campaigns have spoken to women about the prevention and detection of breast cancer. But what do you say to a woman who has just been diagnosed? Rethink Breast Cancer needed to get their Care Guidelines into the hands of young women with breast cancer to help them navigate their unique needs. In order to fully understand their needs, agency Lg2 had discussions with more than 500 young women undergoing treatment for breast cancer. Through focus groups, online surveys and intimate conversations, they spoke about how isolating it can feel when people don’t know how to talk to them anymore, and how flowers, balloons and mind-numbing optimism do nothing to help. They were also sick of being treated like “a sick person” and desperately just wanted to be understood.

The Insight

When a young woman is diagnosed with breast cancer, it’s hard to know exactly what to do or say to support her in her new reality – especially when it’s clear that flowers, balloons and optimism don’t really help.

The Plan

Rethink Breast Cancer introduced “Give-A-Care,” the first line of products for women with breast cancer that actually understands their needs. So much more than just a product line, the Give-A-Care collection bridges the gap between what a young woman’s supporters think she needs and what will actually help improve her quality of life. As of September 2016, the Give-A-Care collection has been available exclusively at www.giveacare.ca. Supporters can build a custom care package with products like lemon candies that mask the metallic taste of chemo or a zip-front hoodie that’s easy to get on and off post-surgery. All 22 items tap into unique insights, helping to treat the physical and emotional side effects of treatment. But more than just being gifts she actually needs, each product name and description is written in a way that offers a glimpse into the experience of a woman undergoing breast cancer treatment. With products such as the My-life-has-turned-into-a-series-of-appointments-so-please-don’t-tell-me-this-is-all-part-of-the-big planner and the If-one-more-person-tells-me-that-at-least-I-don’t-look-sick-I-may-never-get-rid-of-this headache balm, the collection offers both awareness and comfort.

Each package includes Care Guidelines – a booklet that covers topics like premature menopause, breast reconstruction, fertility preservation and financial resources. As many doctors have never treated a younger woman with breast cancer, their needs are often not discussed until it’s too late. This booklet translates “doctor talk” into easily digestible information, opening the door for conversations to get real and for women to get the care they really need.

Truly a campaign for social change, the Give-A-Care collection serves as a whole new product category for women who have otherwise been lacking the necessary support. And with all products in the collection generously donated, a business model was created that cycles 100% of supporters’ funds to patients and back to the charity to further advance their work.

The collection has received an overwhelmingly positive response from the breast cancer community, with many citing the project as groundbreaking, refreshing and sorely needed. Survivors say they wish it had existed when they were undergoing treatment. Others say they wish it had existed while their loved ones were alive. Supporters have also anonymously donated, sending more than 400 additional packages to newly diagnosed women.

What began as an awareness campaign has turned into a permanent and expanding product line, with ongoing interest from several high-profile U.S. and Canadian retailers looking to partner and carry the initiative forward.

The Results

-The campaign attracted shoppers from more than 115 countries
-Average donations to Rethink Breast Cancer increased by 565% during the holiday campaign season
-120 million media impressions with $0 media spend
-Featured on major media outlets including The Today Show, Breakfast Television, Huffington Post, The Globe and Mail, National Post, InStyle, Best Health, Fashion, Chatelaine, Elle and Flare
-Featured at the World Cancer Congress in Paris