Client

Rethink Breast Cancer

PUBLISHED

January, 2011

media

Mobile App, Video, SNS

role

Advertising Art Director

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Breast self-exam (BSE) can be an important way to find a breast cancer early, when it's more likely to be treated successfully – not like many other types of cancer. Breast cancer has been taboo and It’s heartbreaking to think many women suffered in silence with limited resources to get the needed care for both their mental and physical health as they faced this disease.

Rethink Breast Cancer has been working to change the face of breast cancer for a decade, particularly among women under 45.  I worked with them to come up with a provocative and engaging way to encourage young women to conduct regular breast self-examinations: the Your Man Reminder app. This free app can be downloaded in both Android and iOS app stores and choose from a variety of attractive men that will help you keep up with keeping your breasts healthy, from the superstar athlete to the boy-next-door to the smooth heartbreaker. In addition to the free smartphone application, we created a series of viral  videos and promotional pieces to increase awareness of the campaign.

* For more details about the development process of the Your Man Reminder application, please visit the UX page on the top menu. (or click here)

1.

We broke the taboo! The campaign attracted more than 150,000 views a day in the first week and 2 Million views in the first month.

2.

Massive attention from International media such as CNN, NPR, CBC, ABC, Good Morning America, The Globe and Mail, and TED Initiatives.

3.

We have more than 100,000 app downloads in the first 10 days. It was an outrageous number back in 2011-2013. It was second most popular app after Angry Birds in both Android and iOS app store.