TVC / OOH / DIGITAL / SOCIAL
Every year ghd launches a limited-edition product with proceeds going to Breast Cancer Care. Their formula of collaborating with a celebrity was no longer having the sales impact (and therefore charity donation) it needed, so we had to find another way to encourage women to support the cause.
Using Empathy Bias from Behavioural Science along with our neuro-mapping insights we played a visceral emotional hand.
Our target audience are motivated by being in control – something that breast cancer takes away from women. So, by positioning ghd as a brand that is helping breast cancer survivors feel empowered and confident, we were using empathy to connect in a meaningful and emotive way.
Instead of a product story we told a real human story of strength and control. We tapped into a surging global cultural trend amongst our audience: tatooism, which is also used to transform women’s mastectomy scars into works of art, creating their own stories of self-expression, empowerment and pride.