More movies are being produced than ever. But despite this increase in quantity, there has not been a corresponding increase in quality. This, combined the fact every movie ever made is now available at a click, means it's never been harder to pick a good movie. Rialto Channel wanted to remind people they carefully curate films for their audiences, good films which have the power to affect people on a deeper level. They wanted a campaign that would illustrate the power of their films to move their audience.

At the same time, we discovered researchers had found tears could be used to detect breast cancer with up to a 90% accuracy rate. They'd developed a unique tear testing device, Melody, which doctors could use to test women for breast cancer.However, the researchers were struggling to collect enough tears to assess the test, preventing them from applying for FDA approval.

We held our event at a cinema, here we played a movie intended to make our audience cry. During the film, after emotive moments, we had researchers collect the audiences' tears. These tears were then used to further breast cancer research. Showing just how powerful a Rialto film could be.

First, Rialto Channel themed their entire channel with weepy movies over breast cancer awareness month. We then launched an integrated campaign that encouraged women to watch these movies on Rialto, sign up for a free ticket to our event online and come along to donate their tears at the end of the month.

TV:

Saturday 24th September

Played 1493 times across 23 channels

Animation:

Saturday 1st October

Played 57 times on Rialto Channel only

Print ADs:

Alexia: 30th Oct - Herald on Sunday.

Nic: 31st Oct - NZ Herald

Liz: 31st Oct - NZ Herald

Sponsored content –

Mon 10th October

Stuff and Herald on Sunday

Event-

Tue 1st November

Academy Cinemas

Posters-

Tue 1st November

Academy Cinemas