Don’t be chicken, check them for breast cancer.

Challenge
1 in 8 women are diagnosed with breast cancer, yet early detection can significantly increase survival rates. The challenge was to raise awareness in a way that would engage communities and encourage regular self-examination.

Solution
In partnership with Sovereign Foods, we created a campaign to highlight the importance of early detection. T-shirts illustrating how to check for lumps were worn by participants in the Algoa FM Big Walk for Cancer, turning the event into a moving awareness platform. In addition, R2 from every pack of Sovereign chicken breasts sold during October was donated to The Pink Drive.

Result
40% sales growth

Role
Creative Direction · Art Direction · Concept Development