Title	WIN A BREAST RECONSTRUCTION
Brand	BENETIET
Product/Service	CANCER AWARENESS CAMPAIGN
Category	A03. Public Affairs & Lobbying
Entrant Company	LDV UNITED Antwerp, BELGIUM
Advertising Agency	LDV UNITED Antwerp, BELGIUM

Name	Company	Position
Kristof Snels	Ldv United	Creative Director
Thomas Thysens	Ldv United	Art Director
Frederik Clarysse	Ldv United	Copywriter
Eli Hermans	Ldv United	Digital Project Planner
Julie Oostvogels	Ldv United	Account Manager
Kristof Janssens	Ldv United	head of Strategy

The Campaign

Every year, the Belgian fashion store ZEB launches a controversial campaign. This year, in a cry for attention, they gave away €5000 worth of cosmetic surgery. A treat for the press, and a shock for everyone. To participate in the contest you had to go to zebcutsthecrap.be Benetiet on the other hand is a non-profit organisation/fund raiser that supports women after a mastectomy due to breast cancer who want a breast reconstruction with own tissue and do not have the necessary resources to do so. Belgian health insurance doesn’t cover the cost of a breast reconstruction. Why? Because it’s considered cosmetic surgery. An injustice Yamina (founder of Benetiet) fights for every day by raising funds and hard lobbying. Due to lack of funding, Benetiet has to seek opportunities and momentum. When we noticed ZEB's controversial campaign, we found the momentum we were looking for. One day after ZEB's launch, we reacted with a simple reply to claim the prize. ZEB reacted by donating the €5.000 prize money to Benetiet. But more importantly we gained a spot on the political agenda as our Minister of Public Health reopened the debate regarding the refunding of breast reconstructions due to breast cancer.

The Brief

1) Raise awareness concerning the injustice in the Belgian health insurance system. Namely, it doesn’t cover the cost of a breast reconstruction. Why? Because it’s considered cosmetic surgery. 2) Put this issue on the political agenda. 3) Fundraising

Execution

Day 1: - Zeb lauches it's controversial campaign through ATL media and www.zebcutsthecrap.be Day 2: - We hijacked their campaign with a website of our own: benetietcutsthecrap.be. (This site showed the reply by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet that claimed the prize of ZEB's campaign.) - Yamina is interviewed on national TV and Radio Day 3: - ZEB reacts by rewards Yamina with the €5.000 prize money Day 4: - Belgians biggest political party (NVA) reopens the debate in the Belgian parliament by thriving for full refund of breast reconstruction necessary because of breast cancer.

One clever reply gained support on social media. 3100 Facebook-shares and 11.190 website visits got Yamina on national radio and major news channels. Stealing the attention a notorious retail brand was seeking, and using it for a good cause. The result: €5000 from ZEB. But most importantly: a broader knowledge of Benetiet and its mission and a place on the political agenda. Today, the debate is still ongoing.

The Strategy

Benetiet isn't a brand that wants to act in provocative manners. But, as in our constant search for momentum and attention, ZEB's controversial campaign showed up on our radar, it proved to be the perfect host. The tension between the controversial cosmetic surgery campaign of ZEB and the emotional controversy concerning the refunding of breast reconstruction got our immediate attention. As a reaction to ZEB's campaign site, Benetiet launched a site of their own. By seeding our website to Benetiet's PR-contacts and local media we quickly got the attention we were looking for. We used ZEB and it's controversial campaign to reach the politicians responsible for this matter through an online audience and local media.