Media Release issued by Saatchi & Saatchi New Zealand - 10 Nov, 2010

Saatchi & Saatchi releases new communications campaign for Breast Cancer Cure Research Trust.

Breast Cancer Cure Research Trust and Saatchi & Saatchi are making breast cancer top of the agenda with an emotive new integrated campaign called ‘1 in 9’.

New Zealand has one of the highest rates of breast cancer diagnosis and the third highest death rate in the developed world.  The campaign brings this to life by headlining the current statistic that shows 1 in 9 New Zealand women will get breast cancer in their lifetime.

The aim of the Breast Cancer Cure Research Trust (BCRT) is to find a cure by 2018 through funding for innovative research initiatives.  But one of the barriers to this is that people don’t usually recognise a charity like BCRT until they’ve been touched by the illness in some way.

So the communications challenge was to make breast cancer relevant to everyone. To do this Saatchi & Saatchi have brought the 1 in 9 statistic to life in a way that’s hard to ignore.

Saatchi & Saatchi Executive Creative Director Dylan Harrison explains, “The idea is simple. When you think about it, 1 in 9 could easily be someone close to you. 

“By using a mix of media we ask the audience to consider the statistic in terms of all of the women they know.”

Saatchi & Saatchi Group Account Director Natasja Barclay says the 60 second launch TVC focuses on the person you love most.

“We didn’t want to create a sense of dread, but rather a feeling of hope and belief that a cure is possible. We want people to feel that by donating to BCRT they’re helping to find a solution to a problem that is likely to affect someone they know.”

The campaign includes an opt-in Facebook App that brings home the significance of the 1 in 9 statistic and invites the Facebook user to reduce the number affected by breast cancer by making a donation to BCRT.

Tony Moffatt CEO at BCRT says, “It’s a bold execution that will no doubt make people sit up and realise it really can be a lottery and affect all of us.”

The print execution takes a different tack with the same statistic, asking the reader to focus on the women in their lives – workmates, family and friends.

“To see this wonderfully integrated campaign come together has been quite exciting, but in truth it has been the extraordinary passion and enthusiasm from the Saatchi team that has brought these creative ideas to life,” says Moffatt.

While the campaign creative will begin to appear throughout November, the majority of activity will be in February 2011. The brand TVC is live on TV3 and is supported by TV3’s ‘The Big C’ TV programme sponsorship. The TVC spot can be viewed on www.breastcancercure.org.nz.

ENDS

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Media Contact: Holly McClune, 09 309 1494

TVC Credits

Title: Pay Your Respects
Client: Breast Cancer Cure Research Trust
Product: Breast Cancer Cure
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Dylan Harrison
Art Directors: Carolyn Davis & Matthew Page
Copywriter: Matthew Page & Carolyn Davis
Agency Producers: Jane Oak & Loren Bradley
Account Team: Natasja Barclay & Alina Godfrey
Strategist: Tamsin McDonnell
Production Company: Film Construction
Director: Nic Finlayson
DOP: Marc Mateo
Producer: Phil Liefting
Post Production: Digital Sparks
Editor: David Coulson
Sound: Franklin Rd
Sound Producer: Stacey Thomas-Wah
Composer: Mahuia Bridgeman-Cooper