ReThink Breast Cancer: Boobyball stunt

May 08, 2012Filed under Media and Public Interest, NGO

Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women’s breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It’s exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people.

Advertising Agency:Crispin Porter + Bogusky / Union Creative, Toronto, Canada
Creative Director:Aaron Starkman, Michael Murray, Darren Richardson
Art Director:Gail Pak
Copywriter:Neil Blewett, Freddy Nduna
Producer:Jen Dark
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