Ogilvy created new work for Breast Cancer Foundation

AUCKLAND, Today: Ogilvy NZ has produced a campaign for Breast Cancer Awareness Month, urging whānau and friends to tell the wāhine they love to book a mammogram.

The campaign that went live over the weekend was created in collaboration with Loser Kid, and features some of the celebrated weavers of Ngāti Whātua Ōrākei.

The campaign is running on TV, radio and social channels, and aims to change the conversation for women who don’t always put themselves, or their health, first.

Ogilvy NZ ECD Kristal Knigh said: “Tragically, more than 650 women die of breast cancer every year in Aotearoa. Mammograms are the best way to pick up breast cancer early, and if it’s detected early enough, it’s a survivable disease.

“But the number of Kiwi women getting them has dropped over the last few years, not least of all because of the disruptions of covid-19.

“The focus of the Breast Cancer Foundation’s campaign this year is all about getting our wāhine back into that life-saving screening programme.

“We’re very pleased with the new direction Ogilvy has taken. By really pushing the education and advocacy message, we should get those mammogram bookings soaring.”

“When you think of what a fundamental role the women we love play in our lives, you realise that we actually ALL need mammograms to help keep these women in our lives.”

Ogilvy NZ group CD Nina East said: “That’s why this October, we’re recruiting the sons, daughters, nephews, sisters, husbands, and friends of our wāhine – to urge the women they love to book a mammogram.”

BCFNZ chief executive Ah-Leen Rayner says early detection is the best protection against breast cancer.

“Mammograms save lives and are free for women aged 45 to 69, yet not enough people are accessing them.

“We’re very pleased with the new direction Ogilvy has taken. By really pushing the education and advocacy message, we should get those mammogram bookings soaring.”

CREDITS

Client: Breast Cancer Foundation NZ
Chief Executive: Ah-Leen Rayner
Digital Marketing Manager: Jacquie Jardine
Head of Fundraising: Nicky Sinclair-Perkins
PR & Communications Manager: Pui-Yi Cheng
Graphic Designer: Irene Lee

Agency: Ogilvy New Zealand
Executive Creative Director: Kristal Knight
Group Creative Director: Nina East
Senior Art Director: Diana Winter
Group Cultural Director: Anzac Tasker
Head of Strategy: Nick Salter
Agency Producer: Paul Kennedy
Group Business Director: Jo McDonald
Account Director: Ravina Raju
Account Manager: Scarlett Sneddon
Retoucher: Iain Wood

Production Company: LoserKid
Director: Lizzy Bailey
Executive Producer: Benn Jae
Producer: Namiko Shibata
Stills Photography: Stephen Wells