Our solution was to tell the inspirational stories of hope and courage from seven breast cancer survivors, and to encourage people to share those stories with 7 women they loved.

Their stories of our survivors allowed New Zealanders to connect emotionally with the women in their lives, actively promoting breast cancer awareness in a touching and personal way.

The digital environment allowed us to do this, by using the power of social media to spread the message in our small and highly connected country.

The Save Seven Project successfully drove conversation:1.In one month, Save Seven helped generate more than 16.2 million earned media impressions in a country with a population of 4.4 million.2.On a total campaign spend of $65,000 (USD), this equates to a return on investment of 249 impressions per dollar spent.3.Online donations for the month increased 133%, while web traffic was up 123% & Facebook ‘Likes’ grew 180%.Best of all, women’s lives are being saved – and not because the message was in an ad but because it came directly from their loved ones.