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Finalist

Time to Unite

by Golin for Estee Lauder Companies Breast Cancer Campaign


Summary of work

Female breast cancer surpassed lung cancer as the most commonly diagnosed cancer worldwide for the first time in 2020, with an estimated 2.3 million new cases . The ambition of The Estée Lauder Companies (ELC) 2021 UK & Ireland’s Breast Cancer Campaign was to reach under-represented communities, often disproportionally affected by breast cancer, and encourage everybody to regularly check their breasts.

Evelyn H Lauder co-created the now iconic pink ribbon 30 years’ ago at a time when awareness of the disease was low. To add new energy to what is now a crowded space and bring under-represented communities into the breast cancer discourse, we needed to create a new health conversation. By working with breast cancer warriors from the top three groups that were least likely to check – women under 40, black women and South Asian women – we gave our influencers a voice to demonstrate that it is not just a disease affecting older, middle-class, white women – it can affect everybody.

The campaign ignited media and social discussion across earned channels consumed by hard-to-reach audiences, achieving record event attendance, a high number of downloads of new self-check materials and a legacy of increased self-checking.

Judges' comments

The results in this entry from Golin and Estee Lauder were impressive and focused on who really needs to be at the centre of the campaign, highlighting the need to move away from ‘pink-washing’. The judges found the campaign interesting as a new way to approach the topic of breast cancer.


Winner

Putting IVI on the Media Map - by Mearns & Pike for IVI London


Finalists

Time to Unite - by Golin for Estee Lauder Companies Breast Cancer Campaign

Novartis – Inclisiran - by Hanover Communications for Novartis UK

Launching Zolgensma®: The First UK Gene Therapy for SMA - by Havas Life Medicom for Novartis Gene Therapies

Share Good Times Not Flu: Tackling Vaccine Hesitancy Among Parents - by MHP Mischief for AstraZeneca


Category Sponsors

Catherine Devaney, WE Communications – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

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Saoirse Meenaghan
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Tel: 01372 414253