Roche Hong Kong Limited: The cUUpcakes

Roche, a pharmaceutical company, launched a campaign that saw one in sixteen cupcakes having a secret lump inside, to represent the one in 16 Hong Kong women diagnosed with breast cancer in their lifetime.

Summary

Self-examinations are key to detecting breast cancer early. Women in Hong Kong are aware of this, but many do not self-exam. Roche wanted to make self-exam a priority.

Past breast cancer awareness campaigns tended to turn women off with their foreboding tones. We needed to be different, to make the kind of impact these campaigns had failed to achieve.

How did we do it? Cupcakes.

One in 16 women in Hong Kong are diagnosed with breast cancer in their lifetime. So one in sixteen of the 6,000 breast-shaped cupcakes we gave away had a secret lump inside.

The...

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