Every October, countless campaigns talk to us about the awareness and detection of breast cancer. But what do you say to someone who has just been diagnosed? That’s the insight behind Rethink Breast Cancer’s latest initiative that recognizes the communication gap between women with breast cancer and the people who care about them. So, rather than try to fill that gap with flowers and greeting cards, Rethink Breast Cancer set out to give them the care and understanding they really need.
Introducing Give-A-Care: The first line of products for young women with breast cancer, that actually understands young women with breast cancer. More than just a care package they can actually use, each product is named in a bold way that helps to educate about what a loved one with breast cancer is actually going through. The collection includes products such as the “My-emotions-are-so-out-of-whack-that-even-my-skin-is-being-too SENSITIVE HAND CREAM”, the “All-the-slow-jams-and-silk-sheets-in-the-world-couldn’t-do-it-for-me-right-now-I-need LUBE”, and the “I-know-this-hospital-waiting room-like-the-back-of-my HAND SANITIZER.”
Conceived, designed, and developed by lg2, the line consists of 22 unique products that range from lemon candies that mask the metallic taste chemo can cause, to a stylish zip-front hoodie that’s easy to get on and off after surgery.
“With input and consultation from Rethink Breast Cancer, and conversations with members of the Rethink Young Women’s Network, we were able to better understand the reality these young women with breast cancer are facing. And the products themselves have been designed to address those actual needs, while using direct language that friends don’t always feel comfortable using,” says Nellie Kim, Partner, Vice-President, Creative Director, lg2.
“The campaign is unique, in that the products are not only a supportive gift, but their names and branding help to educate people about what a loved one with breast cancer is going through,” says Alison Lawler-Dean, VP, Marketing + Communication, Rethink Breast Cancer. “This understanding can help deepen the connection between a woman and her support system.”
