Breast cancer is the most common type of cancer in younger people, accounting for 30% of all incidences in 18–39-year-olds. However, most do not consider themselves to be at risk. Furthermore, during lockdown, Breast Cancer Now estimates that nearly one million British women missed mammograms due to screening programmes being paused.
Stella McCartney Cares Pink Foundation, a platform dedicated to the prevention and early detection and treatment of breast cancer, needed their seventh Breast Cancer Awareness (BCA) month campaign to get the conversation going amongst young people. And that’s where Netflix’s Sex Education came in. Because if there’s one show known for tackling awkward topics with ease and is popular with young people, it’s Sex Education.
ACNE created the Triple T (Toilet, Teeth, Tits) routine set in Sex Education’s world, featuring familiar cast members. It was a campaign that used humour to dispel myths about the disease whilst inspiring young people to integrate daily self-checking into their lives through a catchy message anchored in a hero 2-minute film.
Alongside the film were GIFs, stills, influencer content, a Times Square billboard and official Triple T merchandise from Stella McCartney. Stella even made a cameo in the film.
Healthcare & Wellness: Silver