Chances of curing breast cancer increase up to 85% when signs are detected early. Unfortunately, women still forget to check themselves.

As a fashionbrand, that is famous for their comfortable underwear collection, we wanted to remind women in our own way, by taking advantage of something customers usually hate on clothes: Irritating textile labels.

We created the RememBra with a sewn-in label at an unusual spot that disturbs women on purpose.

As soon as the wearer wants to remove it, she discovers: it’s not a usual label – but a friendly reminder with a short instruction on how to check yourself. Furthermore, we caught women in the moment of undressing themselves – the perfect moment to get our message across and for them to follow it.

After launching the product idea on microsites in Germany, Austria and Switzerland, we used mobile ads and Facebook posts providing information about early detection. The German campaign site was accessed more than 9 million times within three weeks our austrian and swiss campaign sites noted a 25% increase in traffic. Also, we noted more than 500,000 interactions on Facebook.

Furthermore, the campaign was integrated into the catalogue with 4.5 million copies distributed internationally and 180,000 customers received leaflets in parcels. News and press instantly talked about the disruptive idea.

On top of all this, a TV channel cooperated with us to broadcast a special format about the prevention of breast cancer on October 1st, international breast cancer day – which was also shown as a live event on facebook.

Most importantly, we sensitized our target audience to the early detection of breast cancer and reminded them to check themselves.

TV news reported on the campaign.

We also ran a live Facebook stream on the 1st of October: The international breast cancer day and reached out to more than 12 million people via TV programmes, articles in international newspapers. In addition to this, we cooperated with german TV channels to broadcast special formats on the issue. The result: 9 millions clicks on our German website within three weeks and we saw a 25% increase in traffic to our campaign sites in Austria and Switzerland.

More than 500,000 interactions on Facebook with high engagement rates for carousel and canvas ads (1.7 mill. users reached with a €12,000 budget). Furthermore, the campaign was integrated into the catalogue with 4.5 million copies distributed internationally and 180,000 customers received leaflets in parcels.

Most importantly, we sensitized our target audience and reminded them: Preventing breast cancer lies in their hands.