Title	LIFESAVING PEA SOUP
Brand	THE MINISTRY OF HEALTH OF SLOVAK REPUBLIC IN COOPERATION WITH LIDL SLOVAKIA
Product/Service	BREAST CANCER PREVENTION CAMPAIGN
Category	A06. Not-for-profit / Charity / Government
Entrant	WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
Idea Creation	WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
Media Placement	STARMEDIA Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Ivana Paconova	Wiktor Leo Burnett	Creative Director
Ivana Paconova	Wiktor Leo Burnett	Copywriter
Dominika Mudra	Wiktor Leo Burnett	Strategy Director
Ivana Vitekova	Wiktor Leo Burnett	Copywriter
Maria Karasova	Wiktor Leo Burnett	Art Director
Jozef Kyselica	Wiktor Leo Burnett	Art Director
Adriana Danekova	Wiktor Leo Burnett	Graphic Designer
Jana Homova	Starmedia	Media Manager
Ivana Kleinova	Wiktor Leo Burnett	Graphic Designer
Stefan Nosko	Wiktor Leo Burnett	Graphic Designer
Simona Bobekova	Wiktor Leo Burnett	Account Manager
Milan Sitarik	Wiktor Leo Burnett	Account Director

Objectives

2 main objectives we were trying to achieve: To reach 30% of our target audience (women aged 40 to 69) with the campaign message which means addressing 340,764 women. The objective was based on our media budget. The estimated reach of TG with an investment of 6,000€ into paid media according to PMT/Kantar Slovakia is 10 %. Our goal was to outperform the benchmark and deliver 3x higher reach thanks to an exceptional creative idea. To motivate women to undergo mammography screening - get 2% increase in the mammography screening attendance in 2019 in comparison to average YOY increase in attendance since 2010. It may seem that it´s not a significant increase, but mammography screening attendance was super flat over the past decade and we couldn't expect a sudden dramatic change. The average YOY increase in attendance since 2010 was 0.37%.

Summary of the work

Breast cancer screening rates in Slovakia are among the lowest in the EU. Up to 80% of Slovak women skip preventive mammography screenings. The biggest challenge we were facing was how to get the attention of women who have so far persistently ignored it. To make women rethink their approach to breast cancer prevention, we needed to explain the main benefit of preventive mammography screening and deliver it in a memorable way. We came up with an idea to use pea as a symbol of the size of the tumour detectable only through a mammogram. Slovak Ministry of Health partnered with Lidl supermarket chain to create a special instant pea soup to help save women’s lives. It not only points to the fact that a tumour can be literally the size of a pea, and so undetectable with self-exam or any other method except mammogram. It also addresses the second issue - helps women save time. As it turned out, our unconventional approach to the breast cancer awareness campaign resonated with women. The campaign ignited a conversation about breast cancer prevention and got the highest number of women over the past decade to undergo preventive mammography screening. With a total investment of 5,982€ to paid media, we reach 76% of women at risk of breast cancer and earned media value worth 865,084€.

Engagement & Awareness

In order to make women rethink their approach to breast cancer prevention, we needed to explain the main benefit of mammography screening – it’s the only diagnostic method to detect tumors just five millimeters big when there is still 90% chance of survival. However, it can be difficult to imagine just how small that is, therefore we found a very tangible symbol of the campaign – pea. In comparison, average lump found by women who occasionally examine their breasts is 3 cm big which is approximately the size of a walnut. At this point, the cancer stage increases and the chances of survival decrease. But how to deliver the message to women at risk if 80% of your target group have so far persistently ignored prevention? We knew we have to shake things up, to get women’s attention and to catch them by surprise. Thus, we decided to deliver our message at the least expected place where women aged 40 and older regularly shops - at the Lidl grocery stores. Lidl, a discount supermarket chain in Slovakia actively engaged in the area of CSR, partnered with the Slovak Ministry of Health to become part of the campaign. Thanks to this unconventional approach we made headlines and reached 76 % of women at risk of breast cancer. With investment of 5 982 € to paid media, the total generated media value of the campaign was 865,084€.

Social Behaviour & Insight

4 out of 5 Slovak women in risk of breast cancer ignore preventive mammography examinations, even though it’s the only diagnostic method to detect tumors in early stage when the chance of being cured is still high. The pressing issue is that hundreds of breast cancer deaths could be prevented every year – so why aren’t they? There are 2 major challenges related to breast cancer prevention: 1.CHALLENGE We hear about the importance of breast self-exam all the time. Women are encouraged to regularly examine their breasts and look for any abnormalities or changes. While self-exams can help maintain breast health and detect cancer, they should not replace regular mammogram examination. Unfortunately, many women are skipping preventive mammograms because they don’t feel any abnormalities. Somehow, we come to believe that doing breast self-exams is enough. If I don’t feel a lump, I am probably healthy, right? Thanks to this insight, we realized that hundreds of women are getting delayed breast cancer diagnosis because they don’t have a noticeable lump. 2.CHALLENGE Another challenge we were facing was lack of time. Women justify skipping preventive mammogram screening by saying they are not able to take time off from work and have a busy schedule. But putting off mammogram examination can put their health at risk, so we have to act.

Brand Affinity & Sentiment

Our client was the Ministry of Health of the Slovak republic, therefore our goal was not to improve brand´s reputation and positioning, but to make women rethink their approach to breast cancer prevention. We not only opened the conversation about the importance of prevention, but also helped to change behavior of women who have so far persistently ignored preventive mammography screening. While before the campaign attendance stagnated, thanks to the campaign we helped to get highest number of women to undergo preventive screening since 2009. For detailed results see “Sales Success” part of the entry.

Sales Success

Commercial success was not a purpose of our campaign. Being a nonprofit campaign, there were no particular commercial objectives we were trying to achieve. However, we can definitely say that the campaign was success in the regard of breast cancer prevention. REACH Thanks to the campaign we built awareness about the importance of preventive mammography and reached 76.03% of women aged 40 to 69 years which equals to 863,611 women. The campaign made headlines and the topic was covered by nationwide media, generating earned media worth more than 855,000€. And we delivered the result with media budget of 5,982€. Thanks to the exceptional creative idea, we delivered 7,6x higher reach of target audience than it was estimated with the investment into paid media. MAMMOGRAPHY SCREENING ATTENDANCE But even more importantly, we helped to change women´s behavior towards breast cancer prevention. While before the campaign attendance stagnated with only modest average YOY increase of 0,37% after the campaign it soared 3,4%, outdoing the average ninefold. To be exact, 179,595 women underwent preventive mammography screening in 2019. It is the highest number of women to undergo preventive mammography screening since 2009. And more importantly, by increasing the number of women who underwent preventive screening, we helped to save the lives of 34 women.

Conclusion

We started the campaign with a briefing in one of the Lidl grocery stores. There right between the aisles of the store, the Slovak Minister of Health and CEO of Lidl Slovakia presented the unexpected symbol of the breast cancer campaign - the lifesaving instant pea soup. It not only points to the fact that a tumour can be literally the size of a pea, and so undetectable with self-exam or any other method except mammogram. It also addresses the second issue - helps women save time. All you had to do is to cook the instant pea soup once instead of spending hours in the kitchen cooking. We also made sure that there were no additives or any glutamate in the soup. Then, we used Lidl's owned media to widen the reach of the campaign. We presented its easy preparation in the famous Lidl cooking show on YouTube channel. Influencers helped us to share the message for free with a younger audience who could then put pressure on their mothers and grandmothers. With just Lidl’s owned media and minimal paid media budget, the soup itself became the core medium. And it worked perfectly. Our lifesaving pea soup caught the attention of the media. Basically, all the major media covered the topic. We successfully opened the conversation about the importance of preventive mammogram examination and created buzz around the lifesaving instant pea soup. This was how we managed to earn free media worth 865,084€ with a media budget of just 5,982€.

Discounting Factors

Health insurance providers address the topic of breast cancer regularly. They invite selected women to undergo preventive mammography screening, but as we mentioned previously, despite of it, 4 out of 5 women in Slovakia ignore it.