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The Valley and BCNA Urge Women to Check for Breast Cancer

Activation created by Magnum Opus Partners

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.

BCNA_Creative (1).jpgSays 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."
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