A LIE THAT SAVES LIVES
Brand: Philips
Campaign: #TheGoodLie for Breast cancer awareness
What: Digital Campaign
Where: OgilvyOne, Delhi
To mark Breast Cancer month in October, Philips India wanted to continue its successful campaign called Husband Initiated Movement against Breast Cancer (HIM) to raise awareness on prevention of breast cancer by educating husbands about the need to secure their wives’ health. Having reached out to over one crore people in its first two years, the campaign faced a new challenge of raising the bar this year.
We worked on a very simple insight. Husbands lie all the time. And for no good reason. Sometimes for late night parties, sometimes for sudden meetings. But this time one lie they tell could save their wive’s life. A lie without any guilt.
We called it #TheGoodLie.
Just cook up a story to get your wife to the hospital for a 10 minute Breast cancer examination, that could save her life.
Husbands could come to the website, where we taught them the art of lying. We gave them tips, tricks and also ready-made lies.
Celebs, survivors, oncologists and opinion leaders joined in as part of the initiative and spread #TheGoodLie on their social channels.
#TheGoodLie trended globally for 2 days consecutively and 3 days in India. All this and more without much of paid media.
Check the website her: http://www.himinitiative.com/