For the intern project competition at DDB Health, 6 teams were given the same brief with a different disease state: Create an awareness campaign that serves those who suffer from or are affected by the disease. My team was assigned breast cancer, and we made a strategic decision to focus our campaign in on Male Breast cancer. The breast cancer space is highly saturated with pink and campaigns featuring women's testimonials. This has created a cultural association between breast cancer and women, partly also because colloquially the word breast is tied to the female anatomy, although scientifically breast tissue is identical in men and women; Men tend to have less of it which is why they are a much smaller percentage of those diagnosed with breast cancer. Because of this small percentage, we realized there were far fewer resources and communities for men affected by breast cancer. On top of this, we hypothesized that there might be stigma and discomfort for men because they do not identify with the word breast. We titled our campaign and community, 'We are the 1" because one percent of breast cancer cases occur in men.
Our goals for this campaign were to:
Challenge peoples understanding of the word "Breast."
Create a community for men affected by breast cancer.
Spread awareness of this disease.
