Breast Milk

Background

New Zealand had the highest rate of breast cancer in the world per capita, and Breast Cancer Cure were a single-minded charity committed to funding research to find a cure. Because Breast Cancer Cure commited their donations strictly to research, The idea was to get a brand partner and an attention-grabbing idea to deliver reach. The target audience was a pragmatic, rational, upper-socio female. And studies showed that she was significantly more influenced by cause-related products.