New Zealand has one of the highest rates of breast cancer in the world. Breast Cancer Cure is the only New Zealand charity set up soley to fund medical research into a cure.

With 27,000 charities registered in New Zealand, more per capita than any other developed country, our challenge was to find a significant revenue stream and overcome charity fatigue – all with a very modest budget of zero dollars.

Our objective was to raise $20,000 in donations without Breast Cancer Cure having to spend money on anything other than finding the cure for breast cancer.

On July 10, Breast Milk hit shelves all over New Zealand in all upper-socio supermarkets where our audience shopped.

Launched with a PR push, the new provocative design received coverage across national television, social media and global news such as The Daily Mail, Huffington Post and Buzzfeed.

To help build momentum after the initial burst, we encouraged people to publicly commit to purchasing the product, which we seeded through celebrity influencers on social media to model the behaviour we wanted from our consumers. Images started filling social media of consumers drinking Breast Milk, proudly showing off their support with the hashtag #idrinkbreastmilk

The other key channel we needed to own was cafés – a daily occasion for milk consumption. We partnered with Coffee Supreme cafes to offer Breast Milk alongside the option of soy and trim.