Patts sets out to save women
George Patterson Y&R Sydney has developed a major initiative for client Colgate Palmolive that has the potential to save the lives of millions of women.
The agency suggested that a 3 Step Breast Check be included on selected Palmolive's shower gel packs, on the basis that their daily shower routine is one of the most convenient and easy ways for women to check their breasts.
The initiative was inspired by a Patts creative staffer who had personal experience of breast cancer. The idea was enthusiastically adopted by Palmolive and the National Breast Cancer Foundation and will become a significant element of Palmolive's shower gel packaging for October's Breast Cancer Month.
One in nine Australian women is expected to be diagnosed with breast cancer before they reach the age of 85. Palmolive's special reminder will encourage women of all ages to check their breasts regularly as early detection of unusual changes in the breast leads to a much greater chance of survival of breast cancer.
The agency has also developed an online campaign which will be supported by an extensive national magazine campaign.
GPY&R Sydney md Phil McDonald said the on pack 3 Step Breast Check programme could have significant potential for the Palmolive brand: "It's a dramatically simple idea that could be come a lifesaver for many women, literally. We're delighted Palmolive has rallied behind our initiative."
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Nice
Well done.
LOVE IT!
Thank you Patts
Would it be both inappropriate and opportunist of me to offer a mobile application service?
Anyone who craps on this ad deserve not be in the industry
Lovely idea.
Although, 10 years ago, this would have been a 'packaging' idea rather than 'integrated' but all the same, this is what advertising is supposed to do on the most fundamental level: change peoples behaviour in their every day environment.
Brilliant.
Simple, effective, brilliant!!! Well done guys this really is inspired. Perfect matching with product.
Tits made out of bubbles - Genius!
Don't think i want to be in this industry!
5.44. I think this is a great initiative and is the kind of thing all agencies should attempt to bring to their clients businesses. However, that doesn't stop me from thinking the creative is shit. Another breast cancer ad with visual swapsie that turns something into a breast. Mt Franklin did a billboard a couple of years back with an overhead shot of two bottles with pink lids that looked like a pair of breasts. That was crap too. Breast cancer is a powerful topic with a very strong human story. I think it deserves more than a visual trick (and a pretty poor one at that). very shallow when a little heart felt depth would have been more engaging. But, i'll say it again, a great initiative from GPYRS.
Well done for trying to help a great cause. Nice idea too.
That's such an awesome idea they needn't have bothered with the mag ad.
Most of us know someone who's been touched by breast cancer, so well done GPYR. A great idea for a good cause.
Most of us also know someone who's touched breasts.
Thrilled to see this idea finally got to see the light of day. It's had a long journey. Shame they axed the girl who came up with it, though.
Who is that girl?
creative credits??
Well done, Fiona....and well done to the agency who snaps you up!
Why doesn't anyone give a fuck about prostate cancer?
That shit seriously kills more than breast cancer.