The Rethink Breast Cancer Campaign Takes a More Modern Approach

 - Oct 25, 2017
References: 8008135 & thedrum
Creative agency Sid Lee has taken a unique approach to encourage a younger demographic to educate themselves on Breast Cancer in its Rethink Breast Cancer Campaign -- which uses a humorous commercial to promote its retro online hotline.

The short video features a four-way phone call between young women, who discuss the various rumors surrounding breast cancer including whether underwire bras, plastic water bottles, or coffee can lead to the disease. The ad aims to negate the panic young adults experience, by encouraging individuals to attain the proper facts.

The hotline, #8008135, serves as an engaging educational format, that features the first ever breast cancer health bot, an intelligent tool which relays answers related to the disease through vivid pink cartoons.