Breast Milk
Breast Cancer Cure
Issue 38 | March 2016
Agency
Y&R NZ
Creative Team
Art Director: Kate Lill Copywriter: Zoe Edwards
Production Team
Chief Creative Officer: Josh Moore Creative Director: Guy Denniston, Gavin Siakimotu Planner: Nic Winslade Account Director: Aimee Knox Head of Media: Nicky Greville Media: Aimee McCracken Head of Production: Christina Hazard Agency Producer: Marique Knight Designer: James Wendelborn Editors: Michael Frogley, Amanda Sasason Client: Phillipa Green PR: Duo PR Production Partner: Lewis Road Creamery
Date
June 10 2015 - August 31 2015
Background
New Zealand had the highest rate of breast cancer in the world per capita, and Breast Cancer Cure were a single-minded charity committed to funding research to find a cure. Because Breast Cancer Cure commited their donations strictly to research, The idea was to get a brand partner and an attention-grabbing idea to deliver reach. The target audience was a pragmatic, rational, upper-socio female. And studies showed that she was significantly more influenced by cause-related products.
Idea
Breast Milk - the cow's milk that funded the cure. By creating a product that the target audience purchased 2-3 times a week, they could deliver a routine donation without them having to change any behaviour whatsoever. The idea was to approach partner, Lewis Road Creamery, who had a growing following among the target audience, and for three months they rebranded their organic blue top milk as 'Breast Milk', contributing 20c from every bottle to Breast Cancer Cure. On June 10 2015, Breast Milk was on supermarket shelves throughout New Zealand. Launched with a PR push, it received instant coverage across national television, global news sources and social media.
Results
Breast Milk generated a flurry of support all over social media, as well as large media outfits all over the globe getting behind the idea including The Daily Mail, Huffington Post and BuzzFeed. Another surge of support came when The New Zealand Breastfeeding Authority (pro-breastfeeding group) took offence to what they decided was the mislabelling of cow's milk. This negativity sparked a public outcry, and even more positive news stories, articles and social media posts poured in. Within the first week, Breast Milk was selling out around New Zealand as people made funding a cure for breast cancer part of their everyday routine. The campaign generated millions of dollars in PR and delivered on all objectives, including raising awareness of Breast Cancer Cure, doubling their following across all social assets, increasing email sign ups, and exceeding our donations target.
- They sold 85,458 bottles of Breast Milk. - The campaign ran for three months, and they reached their donation goal in this time. - The campaign generated 4.8 million earned media impressions in New Zealand alone in just 48 hours, with the whole population of New Zealand being just 4.4m. - Globally, estimated impressions hit around 15 million with the likes of Buzzfeed, MTV, and The Daily Mail reporting on the campaign.