Title	TIT
Brand	THINK-PINK
Product/Service	THINK-PINK
Category	A06. Audio Content
Entrant	LEO BURNETT Brussels, BELGIUM
Idea Creation	LEO BURNETT Brussels, BELGIUM
PR	LEO BURNETT Brussels, BELGIUM
Production	DARK HORSE Gembloux, BELGIUM
Production 2	COBRA RADIO Brussels, BELGIUM

Name	Company	Position
Tom Garcia	Leo Burnett Brussels	Creative Director
Raf De SMet	Leo Burnett Brussels	Copywriter
Ivan Moons	Leo Burnett Brussels	Art Director
Jeroen Vernelen	Leo Burnett Brussels	Account Director
Elodie Pagaud	Leo Burnett Brussels	Account Executive
Monique Sampermans	Leo Burnett Brussels	Agency TVC Producer
Brigitte Baudine	Dark Horse	Company Producer
Raf De Braekeleer	Cobra Radio Brewery	Company Producer
Christophe Cossement	Cobra Radio Brewery	Sound engineer and composer

The Campaign

Usually communication on breast cancer is aimed at a female audience. We decided to talk to men instead and get them to urge their beloved women or female friends to do regular check-ups. We started from the insight that men are rather fascinated with breasts. Exaggerating it a bit, one could say men see and hear breast just about everywhere. We used a very catchy instrumental tune that, when singing along, would make you think of the word 'tit', which in Dutch is commonly used to refer to a female breast. The humor and tone of voice of the campaign was not vulgar at all, but rather boyish.

Creative Execution

We produced a radio spot and a TV spot. These were aired during 2 weeks and a half on national radio and television and of course distributed through the owned digital channels.

Thanks to a special deal with the Flemish national commercial broadcaster the campaign got a much larger reach than hoped for by the organisation. The simple and straightforward idea was quickly picked up by the public significantly raising engagement on the website and social media of Think-Pink.

Entertainment and the use of humor in particular, was an essential and explicit part of the brief. The goal of the campaign was to raise awareness for the rather touchy and emotional cause of the client by putting a smile on people's faces.

Thanks to the many awareness campaigns, women know that they have to have their breasts checked regularly for breast cancer. Yet, in daily life, these check-ups are not a big priority and tend to 'fall off' the agenda when something else comes up. Yet, studies have shown that women will be more inclined to not skip these check ups when urged by their loved ones (children, husband, friends). And since men are so fond of breasts, we decided to make a campaign aimed at a male audience urging them to remind their beloved women or female friends to have their breasts checked regularly.