Hello and Breast Cancer Cure have launched a campaign to drive donations across breast cancer awareness month.
Based on the 13th century proverb ‘For the Want of a Nail’, it reminds people that seemingly unimportant acts can have grave and unforeseen consequences.
660 bespoke pieces of artwork have been developed, all with different pantones of skin colour, to reflect the number of women lost to breast cancer every year. Each one personal. Each a subtle nod to the stark reality.
Phillipa Green, Chief Executive at Breast Cancer Cure, says: “Our ambition is to ensure the next generation can look forward to a future free of the fear of breast cancer, and we must continually shine a spotlight on the need for more donations to fund critical research.”
Breast Cancer Cure’s donation funnel froze overnight as a direct result of COVID-19.
Ngaio McCreadie, General Manager at Hello says: “It seems people simply aren’t grasping that donations are the difference between women living and dying.
“This idea delivers that message by twisting a well-known proverb in a poignant and provoking way. We’re incredibly proud of the work and truly humbled by the generosity shown by our media partners.”
NZME, Mediaworks, Go Media, JCDecaux, LUMO, QMS, Bekon, Stuff, School Road Publications, Mindfood, Shout, amongst many others, have donated their inventory across the month of October.
Kath Allen of Mediaworks Foundation says: “There was no hesitation to support this powerful campaign.
“As a foundation, we help bring attention to issues affecting the country and help stimulate donations.”
The integrated campaign is currently running nationwide across OOH, radio, print, street, digital and social.
To make a donation please visit www.forthewant.co.nz.