The Valley and BCNA Urge Women to Check for Breast Cancer
The Valley recently hosted a night race
dedicated to Breast Cancer Network Australia in partnership with Magnum
Opus Partners (MOP). With over 3,000 people attending, the challenge to
MOP was "how do we engage and get women to take notice of the
seriousness of how important it is to get checked for Breast Cancer
regularly?"
No money was available for main media
exposure, so an original "activation" idea was needed. The agency's
solution was to create a life sized "Word Finder" puzzle containing the
word 'Breast Cancer' for women to try and find as they entered the
course, with the message 'Breast Cancer can be hard to find. Get checked
regularly.'
The message clearly hit home, with many people seeing the item and
commenting on it. Even more importantly, $13,900 was raised for Breast
Cancer Network Australia on the night.
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Says Stephen Yolland, director of creative strategy, MOP: "MOP have been
working in the eld of Breast Cancer Awareness for many years now, with
our support for Breast West and its many activities, so we were
delighted to be able to also support The Valley with this important
night."
