Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

Describe your Webby-nominated project. What’s the elevator pitch?

Nothing is better at targeting a specific group than retargeting banners. Some might think these banners are annoying. But that’s what we wanted to be. During New Zealand’s Breast Cancer Awareness Month, we began targeting women over 40 with a very small lump. The lump conveyed a very simple message: “Get rid of me by booking a mammogram.” Some women took notice and did. But many didn’t. So the lump persisted. Following women everywhere they went online. Every time it got bigger, and more aggressive. The only way to get rid of the lump was to click on it and book a mammogram.

Why this particular cause as the subject of your project/campaign? Was there a moment that inspired it?

The 10-year survival rate for breast cancer is 92%, when the cancer is detected with a mammogram. This rate drops to 75% if a lump is the first sign. However, at-risk women in New Zealand put off getting a mammogram, if they get them at all, with 30% of women eligible for free screenings ignoring their regular mammogram altogether. We were tasked with finding a way that specifically targeted these women, while convincing them to get the mammogram that could save their life.

What concerns were there about pursuing this idea? How did you get past them?

The main challenge with this idea was creating a lump "character" who was persistent, aggressive, and attention-grabbing, while still being compassionate to those who may have had a negative breast cancer diagnosis. To overcome this, we walked a line with the copywriting, making sure it never strayed into an area that was too sensitive.

What was the most rewarding aspect of working on your project? What did you learn in the process that you didn't know/expect going into it?

The most rewarding part of this project was bringing to life a simple idea which had a sole purpose of saving lives. In fact, during the campaign more women booked a mammogram than ever before, and October 2016 became NZ Breast Cancer Foundation’s most successful mammogram drive ever.

Was the tech/medium you chose crucial to conveying your message? If so, why?

Our chosen medium of retargeting banners was crucial, because we needed a simple way to follow a specific audience around online. Retargeting banners where perfect for this.

Credits

  • Creative Chairman Nick Worthington Colenso BBDO
  • Executive Creative Director Steve Cochran Colenso BBDO
  • Creative Group Head, Art Maria Devereux Colenso BBDO
  • Creative Group Head, Copy Kimberley Ragan Colenso BBDO
  • Group Business Director Angela Watson Colenso BBDO
  • Business Director Abbi Barker Colenso BBDO
  • Planning Director Neville Doyle Colenso BBDO
  • Strategist Amy Pollok Colenso BBDO
  • Head of PR & Activation Paul Gunn Colenso BBDO
  • CEO Evangelia Henderson New Zealand Breast Cancer Foundation
  • Digital Communications Manager Kim Barker New Zealand Breast Cancer Foundation
  • Media Agency Starcom
  • Digital Producer Will Thorrat Colenso BBDO
  • Digital Producer Lisa Barritt Colenso BBDO
  • Digital Designer Gene Wheaton Colenso BBDO
  • Digital Developer Alex Krivenko Colenso BBDO
  • Retoucher Reks Kok Colenso BBDO
  • Editor Odin Van Daal Colenso BBDO
  • Creative Chairman Nick Worthington Colenso BBDO
  • Executive Creative Director Steve Cochran Colenso BBDO
  • Creative Group Head, Art Maria Devereux Colenso BBDO
  • Creative Group Head, Copy Kimberley Ragan Colenso BBDO
  • Group Business Director Angela Watson Colenso BBDO
  • Business Director Abbi Barker Colenso BBDO
  • Planning Director Neville Doyle Colenso BBDO
  • Strategist Amy Pollok Colenso BBDO
  • Head of PR & Activation Paul Gunn Colenso BBDO
  • CEO Evangelia Henderson New Zealand Breast Cancer Foundation
  • Digital Communications Manager Kim Barker New Zealand Breast Cancer Foundation
  • Media Agency Starcom
  • Digital Producer Will Thorrat Colenso BBDO
  • Digital Producer Lisa Barritt Colenso BBDO
  • Digital Designer Gene Wheaton Colenso BBDO
  • Digital Developer Alex Krivenko Colenso BBDO
  • Retoucher Reks Kok Colenso BBDO
  • Editor Odin Van Daal Colenso BBDO

About the Best Media Strategy category

Best, most innovative, and effective or creative use of media across channels.