The Estee Lauder Companies Breast Cancer Campaign wanted to make sure its iconic campaign reach under-represented communities and encourage self-checking.
We conducted new research that identified the top 3 groups that felt under-represented in breast cancer campaigns. These were young women under 40, Black women and South Asian women. The research also help understand barriers to self-checking. Taking a focused media approach we targeted titles read by these group to share our insights along with stories of breast cancer survivors from those communities.
The campaign culminated in Time To Unite – the world's largest self-check event (camera’s off) with a panel of inspirational women sharing their stories. Hosted by Alesha Dixon, broadcaster and breast cancer survivor Victoria Derbyshire and a live self-check demonstration with Dr Zoe Williams.