Breast cancer is the most common type of cancer in young people, accounting for 30% of all incidences in this age group (18-39-year-olds). Most do not consider themselves at risk and, during lockdown, Breast Cancer Now estimates that nearly one million British women missed mammograms due to screening programmes being paused. Stella McCartney Cares Pink foundation - a platform dedicated to the prevention, early detection and treatment of breast cancer - needed their seventh Breast Cancer Awareness (BCA) campaign to get young people engaged in a conversation around breast cancer and check their breasts and pecs regularly. That’s where Netflix came in. If there’s one show known for tackling uncomfortable topics with ease and popular with our target audience, it’s Sex Education. Taking inspiration from government messages anchored in three-part slogans, we mirrored this by sprinkling it with Sex Education’s dry wit - ‘Toilet, Teeth, Tits’ was born. A catchy self-examination routine with a meaningful message that would not only get people talking about BCA but also check their ‘Tits’. The routine was demonstrated in a 2-minute hero film by cast members of Sex Education’s Moordale High, familiar faces that our target audience could relate to. The cast was well-positioned to remove the fear of breast cancer by engaging in an open conversation around it. The film featured Stella McCartney as a star of an outdated VHS show, with views that reflected the common myths and misconceptions about breast cancer, only to be dismissed by various members of the cast. Alongside the 2-minute hero film were GIFs, influencer content, a Times Square billboard and official Triple T Stella McCartney merchandise. With only €10k of media spend, the creative idea generated more media coverage than anticipated with total MIV equating to €255,871, a whopping 2458% increase. We reached 13.1 million people, earned 185 global media placements, saw 3 million impressions for the earned media placement in New York’s Times Square and had over 2.6 million views of the film. The content was number one for engagement ever received on Stella McCartney’s Instagram page.

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