The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Out of Home / P.O.P. & In-Store
Annual ID
OS23_DM063M
About the Work
Checking yourself every month for breast cancer could save your life.
So you may already know this, but alarmingly, only 1 in 2 women regularly check themselves.
It’s even less for men.
And despite Asda running annual Tickled Pink campaigns with its cancer charity partners to encourage more women to check their breasts, the statistics remain unchanged.
We saw October 2022’s Breast Cancer Awareness Month as an opportunity to capitalise on Asda’s role in the lives of its customers and create a stand-out campaign that would follow shoppers at every turn. If we could drive real behavioural change amongst its 19m shoppers, we could step up the fight against breast cancer.
It was important for our audience to see that checking their boobs, pecs and chests was as normal as their weekly shop.
To get the self-check message into peoples’ heads, we used a combination of radio ads and social videos. Nudge tactics followed in the retail environment to establish an association with Asda’s store self-checkouts with breast self-checkouts. We also hijacked the store environment with strategically placed messages, containing a liberal dose of humour:
“Don’t forget to squeeze your Melons” (we love a double entendre). These not-so-subtle nudges were supported by print and digital posters, store receipts, the Asda rewards app, employee T-shirts and in-store demonstrations to activate customer interaction. And finally came the at-home reminder courtesy of shopping bags, barcodes, text alerts and CRM emails.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Havas / London
Production Company
Havas Studios / London
Chief Creative Officer
Vicki Maguire
Creative Director
Andy Garnett
Dan Cole
Executive Producer
Flo Clive
Producer
Lucy Farrell
Adam Javes
Creative
Rosie May Bird Smith
Planner
Ryan Shoesmith
Strategy Director
Flo Sharp
Chairman & Havas UK Group CCO
Mark Whelan
Creative Production Director
Dean Trendler
Head Of Design
Lorenzo Fruzza
Head Of Production
Katie Keith
Head of strategy
Britt Iversen
Managing Partner
Dave Owen
Post producer
Rosie Everett
Tom Lacey
Production manager
Femi Anderson
Senior Account Manager
Kirsty Warren
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