We used the gestures that we make every day on our mobile phones to communicate the similarity and simplicity of the gestures needed for a self-examination. We created a free wi-fi hotspot to access which you needed to use 3 simple gestures, the same ones of a correct self-examination. Once connected, people were redirected on a landing page dedicated to breast cancer prevention awareness.

Implementation:

We installed a free wi-fi hotspot in a big shopping mall in Milan in order to satisfy the brand’s needs of being relevant in a point of sale of its products and for its target: women.

The idea was communicated through different POP materials and thanks to the presence of 2 hostesses in the location.

Placement and timeline:

The project lasted for one weekend on field. It was filmed and posted on the social-digital channels of the brand on the occasion of the International Women's Day (8th of March).

Scale:

1 big shopping mall in Milan. Thousands of visitors per day.

1 video on Facebook. Tens of thousands of views.

Reach:

Thousands of visitors on field per day.

5.000 connections.

40.000 users reached online

18.000 video views in 1 day

Engagement:

80% higher engagement rate than average

Data gathering and insights:

Breast cancer affects over 16 million women in the world.

People interact a lot with their smartphones, more than 100 times a day and most of them just 5 minutes after they wake up in the morning.

The gestures we make on our smartphones have become intuitive and constant. Other gestures, just as simple but able to save lives, such as breast self-examination struggle to become of common use.

Target audience:

Women 35 years and older, the age during which the incidence of breast cancer becomes more widespread.

Relevance to platform:

The gestures that we make to interact with our smartphones have become part of daily life and wi-fi access is a common necessity everywhere.

Approach:

Demonstrate the ease of the gestures that are necessary for a correct self-examination.

Situation:

Breast cancer is a disease that affects over 16 million women in the world.

A correct self-examination is the simplest and most effective method for preventing and reducing the incidence of this illness.

Brief:

Raise awareness among women about how regular self-examination is the simplest method for preventing breast cancer.

Objectives:

Demonstrate how easy it is to do the self exam and make it into a regular habit.