The campaign which aims at disseminating information about breast cancer and new therapies received the award at the Pharmacy Days in Messukeskus, the Helsinki Expo and Convention Centre on 14 November 2014.“In an elegant and hope-inspiring manner, the campaign highlighted the recovery possibilities of those with breast cancer. The efficacy of the small-budget campaign is also illustrated by the fact that it gained considerable media coverage”, Ritva Hanski-Pitkäkoski, CEO of the Association of Finnish Advertisers and Chair of the Jury of the Award commented on the winner.
Launched in February 2014, the campaign involved a large group of Finnish women who sent their bras for the project. For each bra sent, Roche donated two euro for the breast cancer patient organisations. In addition, the campaign received hundreds of messages not only from women who have faced breast cancer but also from other Finns.
“The success of the campaign is a proof of the power of co-operation and networking. We are going to continue the work to disseminate information on breast cancer”, Satu Ratia, Head of Communications of Roche Oy adds.
The bras donated to the campaign have reborn as an itinerant installation based on an idea by graphic artist Tiina Aaltonen in collaboration with interior designer Hanni Koroma. Realised in collaboration with women who have had breast cancer, the installation has already visited Turku, Tampere, Oulu and Kuopio. During the Pharmacy Days, it was exhibited in the Helsinki Expo and Convention Centre. The campaign also envisaged public lectures on breast cancer topics in the cities where the itinerant installation passed.
Annually, almost 5,000 women in Finland get the breast cancer diagnosis. Thanks to advanced cancer treatments, about nine in ten of these women are alive in five years from their diagnosis.
The Pharmaceutical Information Act of the Year Award competition is organised by Pharma Industry Finland. Open to all, the competition awards a consumer campaign or act that is in line with the PIF Code of Ethics. The Jury consists of marketing, media and healthcare professionals.
Pharma Industry Finland: Jaakko Laurila, Senior Advisor, Secretary of the Jury +358 40 776 3031
Roche Oy: Satu Ratia, Head of Communications + 500 451 962
Campaign realised by: Roche Oy
Communications agency: Hill & Knowlton Strategies, Digitoimisto Citat Oy
Co-operation partners: Breast cancer association Europa Donna Finland ry, MC Siskot – Rintasyöpäkuntoutujat ry
The Pharmaceutical Information Act of the Year Award Jury
Ritva Hanski-Pitkäkoski (Chair), CEO of
Kari Eilola, Copy, Bob Helsinki
Tuula Kallio, CEO of Mediatoimisto Dagmar
Leif Lindberg, Medical Director, Occupational health physician, Myyrmäen Terveystalo
Eeva-Kaisa Mäki-Moijala, pharmacist of Helsingin 2. Apteekki, Apteekkimarket