THE CHALLENGE

Research is often intangible, with no physical product to interact with. But research does lead to very tangible outcomes and for patients in Canada, Breast Cancer Canada is funding that research. With this insight, Breast Cancer Canada wanted to make the research they are funding feel more tangible for Canadians.
 

With three quarters of Canadians feeling as though they have more to learn about breast cancer, and 77% unable to name the number of known types of breast cancer, there was an opportunity to showcase the complexities of the illness and the importance of research that supports personalized oncology.
 

While many understand breast cancer as a singular disease, there are over 50 types of breast cancer, each requiring unique treatment. Research to better understand and treat these subsets of breast cancer is critical, yet, it’s not widely discussed or understood.

THE STRATEGY

Breast Cancer Canada partnered with Edelman to develop a scroll-stopping digital campaign seeking to spark conversation, challenge assumptions, and make research feel tangible and relevant to opinion leaders across Canada.
 

Centering the idea that ‘one size does not fit all’ , Edelman and Breast Cancer Canada developed a powerful visual metaphor: a bra that doesn’t fit and isn’t supposed to. Through the notion that bras fit beyond one size, this campaign was designed to underscore the need for individualized breast cancer treatment, just like how a bra must fit the wearer’s body.

THE EXECUTION

To capture the idea that one size, and one treatment, simply can’t, and shouldn’t fit everyone, Edelman designed a customized (and ill-fitting) bra that would be shared with leaders and public figures across Canada. Written across the too-small bra was a powerful hashtag: “Beyond One Size” to showcase to audiences how the wrong fit can have serious implications.

Partnering with Canadian leaders, CEOs, and community members, this campaign leverages an unexpected platform to showcase the Beyond One Size bras to drive awareness and action. Partners took to LinkedIn to share their learnings about breast cancer, their personal experiences, and yes, their bras that don’t fit.

Alongside LinkedIn and social media posts capturing messages of advocacy and the importance of personalized oncology research, Breast Cancer Canada CEO, Kimberly Carson, provided key research findings via nationally televised interviews. This powerful message encouraged Canadian viewers to engage in discussions and learn more about the breast cancer research that changes lives.

THE OUTCOME

A national interview with CP24 and Y Media, capturing an estimated 760k impressions across broadcast and online platforms. Additionally, the campaign was featured on The Ben Mulroney Show garnering an estimated 355k combined impressions.