We watch a woman deliver a defeatist message about life after breast cancer, resigned to the irreversible loss of her breast and pulling on clothes to hide her body. Viewers are then invited to press rewind. When watched backwards, the same frames create a totally different message. The woman’s message is now full of hope and optimism about life after breast cancer.

The story was published on the Monoprix Instagram account on November 22nd, 2017.

In order to get as many views as possible, with Instagram only allowing organic growth of stories, we created a simple video showing a user going through the story forwards and backwards. The video was posted on Facebook and Instagram and shared with relevant PR sources.

This simple Instagram story ran for just 24h and generated 18 million PR impressions in a single day, 42 000 views and reached over 23 million people.