Role: Creative Director
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When tasked to concept the 2014 BCA campaign, the key was to communicate the message that breast cancer is never a one-sided story. This gave the campaign the dimension it needed to reach an audience beyond those directly affected by breast cancer. The concept for the campaign was actually inspired by a TED talk given by a Nigerian woman who told the audience about her experience as a University student in America, and the assumptions she chose to rectify.
What struck me was the idea of assumption and the simple solution to avoid it -- by practicing open and unassuming communication.
Working with Click 3X Director, Jonathan Yi, we filmed a total of seven families, which lead to the creation of a campaign trailer, a series of short videos featuring each family and a 27-minute documentary. While filming, we did not interact with the cast, instead we had them face each other, (while looking directly into the camera as if talking to the viewer) and ask leading questions that Jon and I had crafted after speaking with each person individually in pre-production.
Aside from the video content, we developed the campaign's overall content strategy and creative direction. Starting with tone/voice, look and feel, we built the website, digital/social media experience and videos to be translated into 16 languages and distributed worldwide, in over 170 countries.
The following campaign messaging drove all content creation:
"We're Stronger Together, Let's Defeat Breast Cancer"
"Hear Our Stories. Share Yours.".
Agency: Raison D'Etre
Production: Click 3X
Campaign video trailer
The campaign launched with an online trailer video. The video portrays the six families photographed for the print collateral.
Case study
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BCA Website
Please visit BCAcampaign.com
Social media tone & creative
Please visit BCA's Facebook and Instagram
Additional family stories