Sure, flowers are nice, but RETHINK BREAST CANCER wants you to give her what she really needs.
Toronto, September 20th, 2016 – Every October, countless campaigns talk to us about the awareness and detection of breast cancer. But what do you say to someone who has just been diagnosed? That’s the insight behind Rethink Breast Cancer’s latest initiative that recognizes the communication gap between women with breast cancer and the people who care about them. So, rather than try to fill that gap with flowers and greeting cards, Rethink Breast Cancer set out to give them the care and understanding they really need.
Introducing Give-A-Care: The first line of products for young women with breast cancer, that actually understands young women with breast cancer. More than just a care package they can actually use, each product is named in a bold way that helps to educate about what a loved one with breast cancer is actually going through. The collection includes products such as the “My-emotions-are-so-out-of-whack-that-evenmy-skin-is-being-too SENSITIVE HAND CREAM”, the “All-the-slow-jams-and-silk-sheets-in-the-worldcouldn’t-do-it-for-me-right-now-I-need LUBE”, and the “I-know-this-hospital-waiting room-like-the-back-ofmy HAND SANITIZER.”
Conceived, designed, and developed by lg2, the line consists of 22 unique products that range from lemon candies that mask the metallic taste chemo can cause, to a stylish zip-front hoodie that’s easy to get on and off after surgery.
“With input and consultation from Rethink Breast Cancer, and conversations with members of the Rethink Young Women’s Network, we were able to better understand the reality these young women with breast cancer are facing. And the products themselves have been designed to address those actual needs, while
using direct language that friends don’t always feel comfortable using,” says Nellie Kim, Partner, VP, Creative Director, lg2, Toronto.
“The campaign is unique, in that the products are not only a supportive gift, but their names and branding help to educate people about what a loved one with breast cancer is going through,” says Alison Lawler-Dean, VP, Marketing + Communication, Rethink Breast Cancer. “This understanding can help deepen the
connection between a woman and her support system.”
The Give-A-Care Collection is available excusively at giveacare.ca, with 100% of the proceeds supporting Rethink Breast Cancer’s work to educate, empower and advocate for those concerned about and affected by breast cancer.
About Rethink Breast CancerTM
Rethink Breast Cancer’s mission is to empower young people worldwide who are concerned about and affected by breast cancer. Rethink is the first ever Canadian charity to bring bold, relevant awareness to the 40 and under crowd; foster a new generation of young and influential breast cancer supporters; infuse sass and style into the cause; and, most importantly, respond to the unique needs of young women going through it.
About lg2
lg2 is the largest independently owned agency in Canada today, with over 240 employees and offices in Toronto, Montreal and Quebec City. It is a full-service agency, including strategy, advertising, digital marketing, design, commercial interior design, promotion, direct marketing, experiential marketing and
sponsorship, and broadcast, digital and print production. lg2’s philosophy–Think like a brand, act like a retailer–is the foundation on which it builds big ideas that create unique brand experiences that deliver short and long-term results. In a fiercely competitive industry, lg2 stands out from the field thanks to the
originality and strategic resonance of its creative product, which makes it one of the most awarded agencies in the country.
To learn more about the agency, visit lg2.com.