Breast cancer affects people of all ages and although it’s less common, it’s much more aggressive when young. But NHS screening for breast cancer is only offered once you’re 50. So how could Superdrug play an active role in breast cancer prevention with their audience of millennials and gen zs? By hijacking a brand new media space - the pill packet they dispense from their pharmacy service. Women who take the pill are more likely to suffer from breast cancer, and there is importance in checking at the same time each month. So we created a set of Itty Titty Stickies to make boobs out of the monthly pill to remind you, and a whole digital, influencer and OOH campaign around it.
Not only did we have 20,000 sticker leaflets collected with pill prescriptions online and instore, but we saw a 7% increase in visits to the Superdrug Online Pharmacy and coverage in mainstream news channels such as The Guardian and Metro. And we won in Cannes and beyond too. Most importantly for me the idea came from a junior team at Grey who have had a passion to get this idea made since college. To help them develop it, advocate for it with the client, polish it until it shines and deliver it and make sure its’ effective has been a proud moment as a creative leader.
