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Rialto Channel's Breast Cancer Screenings Secures Metal at PromaxBDA Awards

Campaign developed by DDB New Zealand

Rialto Channel's Breast Cancer Screenings Secures Metal at PromaxBDA Awards

New Zealand's Rialto Channel and DDB NZ took storytelling to a whole new level in 2016 when they launched The Breast Cancer Screenings in support of ground-breaking breast cancer research. Since then the campaign has won at the Axis Awards, Cannes, Award and Spikes Asia. Now, in an outstanding result, DDB and Rialto Channel have picked up 3 Gold and 3 Silver awards at the PromaxBDA Awards for this important campaign.

DDB and Rialto Channel used print, online, PR and social media marketing to encourage women to register for a free film ticket to The Breast Cancer Screenings. Hosted by Rialto Channel at Auckland's Academy Cinema's, and supported by the New Zealand Breast Cancer Foundation, 400 women had the opportunity to donate their tears, while watching the emotional rollercoaster that is the critically acclaimed romantic-drama Brooklyn.

Says Damon Stapleton, chief creative officer, DDB: "We are proud of these awards. They recognise a campaign that will potentially help millions of women around the world each year; helping to progress the valuable research that US company Ascendent Dx is doing in the area of breast cancer detection."

Roger Wylie, Rialto Channel general manager, says he's thrilled with the ongoing recognition this work has received: "At Rialto Channel we are firm believers that powerful stories change lives. This campaign shines a light on the power of an important story well told, and the awards recognise that."

Ascendant DX is an American research company on the cutting-edge of breast cancer detection technology. They have discovered that tears could potentially be used to detect breast cancer with up to 90 percent accuracy.

The Promax BDA Awards recognise marketing excellence in the media marketing space and are regarded as the most prestigious awards for creative endeavour in this field.

Promax BDA Awards:
Best Image Campaign (Television or VOD Platform) - Gold
Best Special Event - Gold
Best Marketing Video/Sizzle Reel/Sneak Peaks Presentation - Gold
Best Use of Digital - Silver
Best Integrated Marketing Campaign for a Programme - Silver
Most Outstanding Marketing Initiative - Silver

VIEW THE FULL LIST OF WINNERS - anz2017_-_winners_list.pdf