{"id":14927,"date":"2021-08-04T22:18:00","date_gmt":"2021-08-05T03:18:00","guid":{"rendered":"https:\/\/fhcorp2.wpengine.com\/?post_type=work&#038;p=14927"},"modified":"2021-08-05T08:47:09","modified_gmt":"2021-08-05T13:47:09","slug":"glamorizing-breast-health","status":"publish","type":"work","link":"https:\/\/fleishmanhillard.com\/work\/glamorizing-breast-health\/","title":{"rendered":"Glamorizing Breast Health"},"content":{"rendered":"\n<div class=\"container cs-content_sidebar sticky-section\"\n     data-section-title=\"The Ask\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\"\n                     data-aos=\"fade-up\">the ask<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-left-start\">\n        <div class=\"col-md-7 offset-lg-1\">\n                            <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-11\">\n                        <h3 class=\"bold title side-line side-line-before side-line-light\"\n                            data-aos=\"fade-up\">Turn an age-old cause (breast cancer awareness) into a topic worth talking about for Irish women too young to require routine screenings. <\/h3>\n                    <\/div>\n                <\/div>\n                                        <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-10\">\n                        <div class=\"content body x-large\"\n                             data-aos=\"fade-up\">Every two years in Ireland, women aged 50 to 64 receive a free mammogram. Our target (women aged 25 to 40) do not. But a quarter of them are diagnosed with breast cancer each year. And no one talks about it. Many have tried and failed to bring breast health to the forefront, but Roche and patient organization partner Marie Keating Foundation were determined to reach all 520,000 25-to-40-year-old women and all 28,000 breast cancer survivors in Ireland. <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n\n\n        <div class=\"col-md-4 col-lg-3 offset-lg-1 sidebar\" data-aos=\"fade-up\">\n                                                                            <div class=\"sidebar-title body x-large bold\">Expertise Applied<\/div>\n                                        <ul class=\"links\">\n                                                    <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/media-platforms-storytelling\/\" class=\"link small\">Media, Platforms and Storytelling<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/creative-strategy-planning\/\" class=\"link small\">Creative, Strategy and Planning<\/a>\n                            <\/li>\n                                                <\/ul>\n                    \n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<div id=\"video-block_605fefba16834\"\n     class=\"container-fluid video-container sticky-section video alignfull\"\n     data-section-title=\"\">\n    <div class=\"row video-cover p-0\">\n                    <img decoding=\"async\" class=\"p-0\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Moment_last.jpg\" alt=\"Glam up your bra group photo\"\n                 class=\"cover\">\n                <div class=\"play-btn\">\n            <div class=\"eyebrow large bold\">PLAY<\/div>\n        <\/div>\n\n        <div class=\"video-player\" data-src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2.mp4\"\n             data-type=\"selfHosted\"><\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"container-fluid cs-content sticky-section\" data-section-title=\"Our Solution\">\n  <div class=\"container ps-0 pe-0\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">our solution<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-lg-start\">\n        <div class=\"col-md-11 col-lg-9 offset-lg-1\">\n            <div class=\"row\">\n                <div class=\"col-md-9 col-lg-12\">\n                                            <h3 class=\"bold title side-line side-line-before side-line-light\" data-aos=\"fade-up\">Support the girls in style.<\/h3>\n                    \n                                            <div class=\"content body x-large\" data-aos=\"fade-up\"><p>We developed an integrated campaign with bras (a symbol of support) as the centerpiece. But they weren\u2019t your average bras. We engaged well-known Irish personalities to glam them up into showstopping creations that we featured in the Marks &amp; Spencer flagship store window on the busiest retail street in Ireland. Key messages accompanied the display, driving traffic to the Marie Keating Foundation website, which linked to breast cancer and breast self-check information.<\/p>\n<p>To reach people beyond the streets, bra creators encouraged Facebook and Instagram users to share their own bra masterpieces with #GlamUpYourBra, while press coverage, opinion articles and interviews \u2014 one with a breast cancer survivor \u2014\u00a0filled in the gaps.<\/p>\n<\/div>\n                                        \n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"picture-quote-block_6061de520b71a\" class=\"container-fluid quote-container picture-quote alignfull sticky-section light\"\n     data-section-title=\"\">\n    <div class=\"container\">\n        <div class=\"row row-eq-height\">\n            <div class=\"col-md-6 ps-0 pe-0\">\n                                    <img decoding=\"async\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image2.jpg\" alt=\"Glam Up Your Bra window display at Marks and Spencer\"\n                         class=\"quote-image\">\n                                            <\/div>\n            <div class=\"col-md-6 quote-content\">\n                <div class=\"row no-gutters justify-content-md-center\">\n                                            <div class=\"col-md-8 align-self-center\"\n                             data-aos=\"fade-up\">\n                            <h4 class=\"quote\">100% of our target audience reached during Breast Cancer Awareness Month. <\/h4>\n                        <\/div>\n                                                        <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n    \n<div class=\"container-fluid impact sticky-section\" data-section-title=\"The Impact\">\n  <div class=\"container\">\n\n    <div class=\"row justify-content-center\">\n      <div class=\"col-md-8\">\n                    <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">the impact<\/div>\n                            <h3 class=\"title bold\" data-aos=\"fade-up\">We gave breast cancer awareness the va-va-voom it needed.<\/h3>\n                            <div class=\"body x-large\" data-aos=\"fade-up\">Roche became the name behind another successful campaign, while driving awareness that will save lives. And people were definitely interested. Traffic to breast cancer information on the Marie Keating Foundation website more than doubled to 108% during Breast Cancer Awareness Month.<\/div>\n              <\/div>\n    <\/div>\n\n        <div class=\"row justify-content-center numbers\">\n                    <div class=\"col-md-3 animated_number\" data-aos=\"fade-up\">\n                <div id=\"hits\" class=\"bold number-container\"><span class=\"number\">480<\/span>K+<\/div>\n                <div class=\"body large bold description\">people passed by the window display<\/div>\n            <\/div>\n                            <div class=\"col-md-3 offset-md-2 animated_number\" data-aos=\"fade-up\">\n                <div id=\"impressions\" class=\"bold number-container\"><span class=\"number\">1.1<\/span>M+<\/div>\n                <div class=\"body large bold impressions\">total media impressions<\/div>\n            <\/div>\n            <\/div>\n    \n    <div class=\"row justify-content-center\">\n                    <\/div>\n\n    <div class=\"row justify-content-center cards-container\">\n      <div class=\"col-md-11 ps-md-0\">\n        <!-- prettier ignore -->\n        <div class=\"row cards\">\n            \n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card quote \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-icon_quote icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">@@title<\/h4>\n            <div class=\"body x-large content\">This campaign highlights the individual breast cancer experience \u2014\u00a0an important message to focus on.<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">Dr. Janice Walshe<\/div>\n                <div class=\"body large\">Oncologist, St. Vincent\u2019s University Hospital and Tallaght Hospital<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span\n                        class=\"rotated side-line side-line-before side-line-blue\">quote<\/span><\/div>\n            <\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-badge_icon icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">Public Health Initiative of the Year<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">Irish Healthcare Awards 2020<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card quote \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-icon_quote icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">@@title<\/h4>\n            <div class=\"body x-large content\">&#8230;by working together we seek to improve the current system and ensure everyone gets treatment.<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">Dr. Elaine McSherry<\/div>\n                <div class=\"body large\">Medical Manager, Roche Products (Ireland) Ltd.<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span\n                        class=\"rotated side-line side-line-before side-line-blue\">quote<\/span><\/div>\n            <\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>            \n        <\/div>\n\n      <\/div>\n    <\/div>\n\n  <\/div>\n<\/div>\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Momen-1.jpg\" alt=\"\" data-id=\"14935\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Momen-1.jpg\" data-link=\"https:\/\/fleishmanhillard.com\/glam-up-your-bra-final-200511-1-1-2-2_momen-1\/\" class=\"wp-image-14935\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Momen-1.jpg 960w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Momen-1-300x169.jpg 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Momen-1-768x432.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Moment_3.jpg\" alt=\"\" data-id=\"14934\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Moment_3.jpg\" data-link=\"https:\/\/fleishmanhillard.com\/glam-up-your-bra-final-200511-1-1-2-2_moment_3\/\" class=\"wp-image-14934\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Moment_3.jpg 960w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Moment_3-300x169.jpg 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Glam-Up-Your-Bra-FINAL-200511-1-1-2-2_Moment_3-768x432.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image-1024x576.jpg\" alt=\"\" data-id=\"14931\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image.jpg\" data-link=\"https:\/\/fleishmanhillard.com\/fleishmanhillard_roche_glam-up-your-bra_image\/\" class=\"wp-image-14931\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image-1024x576.jpg 1024w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image-300x169.jpg 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image-768x432.jpg 768w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image-1536x864.jpg 1536w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/FleishmanHillard_Roche_Glam-Up-Your-Bra_Image.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n    \n\n    <div class=\"content-fluid related-content-container \"\n         data-section-title=\"\">\n        <div class=\"container\">\n            <div class=\"row justify-content-center\">\n                <div class=\"col-md-11\">\n                                            <div class=\"eyebrow medium bold\"\n                             data-aos=\"fade-up\">related content<\/div>\n                                                                <h3 class=\"bold title side-line side-line-before side-line-dark\"\n                            data-aos=\"fade-up\">You might also like<\/h3>\n                                    <\/div>\n            <\/div>\n            <div class=\"row justify-content-center\" data-aos=\"fade-up\">\n                <div class=\"offset-md-1 col-md-12\">\n                    <div class=\"splide carousel splide-padding\">\n                        <!-- ARROWS -->\n                        <div class=\"splide__arrows\" data-aos=\"fade-up\">\n                            <button class=\"splide__arrow splide__arrow--prev btn-fh btn-primary dark carousel-arrows carousel-arrow-left\">\n                                <i class=\"custom-icon icon-icon_small_arrow_left\"><\/i>\n                            <\/button>\n            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class=\"splide__slide\">\n  <div class=\"carousel-card\">\n    <div class=\"eyebrow medium bold\">Our Thinking<\/div>\n    <h4 class=\"title bold\">Keeping Creativity Alive<\/h4>\n    <div class=\"date body medium\">March 24, 2020<\/div>\n    <a class=\"arrow btn-fh btn-primary dark\" href=\"https:\/\/fleishmanhillard.com\/2020\/03\/keeping-creativity-alive\/\" target=\"_self\">\n      <i class=\"custom-icon icon-icon_big_arrow_right\"><\/i>\n    <\/a>\n  <\/div>\n<\/li>\n<li class=\"splide__slide\">\n  <div class=\"carousel-card\">\n    <div class=\"eyebrow medium bold\">Our Thinking<\/div>\n    <h4 class=\"title bold\">Going Beyond Representation in 2021<\/h4>\n    <div class=\"date body medium\">March 2, 2021<\/div>\n    <a class=\"arrow btn-fh btn-primary dark\" href=\"https:\/\/fleishmanhillard.com\/2021\/03\/going-beyond-representation-in-2021\/\" target=\"_self\">\n      <i class=\"custom-icon icon-icon_big_arrow_right\"><\/i>\n    <\/a>\n  <\/div>\n<\/li>\n<li 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