CHALLENGE
To draw attention to hereditary breast cancer and communicate that sharing information about genetics can be life-changing.

STRATEGY AND INSIGHTS
The «Pink Ribbon» campaign is an annual movement that is arranged by Kreftforeningen (the Norwegian Cancer Society) to bring awareness to breast cancer. The theme of the movement is different for each year while breast cancer awareness remains the main goal.

According to Brystkreftforeningen (the Norwegian Breast Cancer Society), it is believed that 5-10 percent of all breast cancer patients may have inherited the illness from a family member.

daughters
«I think I’ve inherited my creativity from my mother», a young woman tells the interviewer in a campaign video for the Norwegian Cancer Society where hereditary traits are discussed. 

10.000 people in Norway are affected by hereditary gene mutations (most often in the BRCA1 and BRCA2 genes) that can lead to breast cancer. Girls who inherit these gene mutations from either their mothers or fathers has a near 65 percent chance of developing breast cancer – in turn creating bigger odds of passing the gene on to their future children.  

The purpose of this year’s «Pink Ribbon» campaign was to highlight the issue and to spark a motivation for people to discuss the question: What is inheritable? Was it possible that they should perform a genetic test to find out if potentially cancer-causing mutations exist in their families?
 
SOLUTION
Knowledge about your family’s cancer history can reduce the risk for developing breast cancer and/or improve the prognosis of the illness. We decided to make a video that expressed the positive outcomes of sharing one’s family history.

mor
«I don’t know if we deserve having to feel guilty. But of course I’ve felt regretful for passing on the gene to my daughter», a woman says in the video that promotes breast cancer awareness.

In the video, we interviewed three women who carried the gene mutations that can cause breast cancer. We asked them how it felt to have passed it on to their children, in which they all replied that it at times was a tough burden to bear.

As a surprise, we asked their children about what they – in their opinion – had inherited from their mothers. However, it was not so surprising that the gene mutation was the last thing that came to their minds when the topic was discussed.

datter

We asked children of women born with a potential cancer-causing gene mutation what they had inherited from their mothers. The answers they gave were both moving and somehow surprising.

RESULTS
The video provided an uplifting view on a serious and complex illness, making you reflect upon what you may have inherited from your family.

It was uploaded on the «Pink Ribbon» Facebook page in late September 2016, and as of March 2017, it has been seen nearly 470.000 times and shared by 1.900 people. In the comment section, numerous men and women shared their experience with hereditary breast cancer and applauded the video for showing an encouraging aspect of it.

THANKS TO
Project Manager: Trine Tolfsby
Leading Creative: Paul Little
Creatives: Kristine Nergaard and Jesper Sundnes
Production Company: Fantefilm

Watch the full video here:

 

 

Camilla Watz Johannessen
Managing Director