This October, Breast Cancer Foundation NZ and Colenso BBDO launch Pre Check, a multi-sensory app that uses intuitive haptic technology to teach your hands how to look for breast cancer.
The mobile interface leverages the power of touch, sight, audio and 3D motion to help women gain a better understanding of the nine symptoms of breast cancer. By recreating the symptoms through a phone screen, the tactile experience aims to give women the knowledge and confidence to routinely check their breasts. The educational tool allows users to feel around the 3D breast in search of anything that doesn’t feel normal – just as you would your breasts. The app includes an easy to follow visual self-check guide and the option to personalise monthly reminders, to ensure these self-checks become routine.
Says Ellen Fromm, Senior Copywriter Colenso BBDO, “Pre Check reinvents the way we learn about breast cancer, from pamphlets in your doctor’s surgery into interactive symptoms on your own phone screen. By knowing what breast cancer can look and feel like, we’re helping women recognise what’s normal and abnormal when it comes to their own breasts.”
Says Breast Cancer Foundation NZ’s Chief Executive, Evangelia Henderson, “This is a significant new wellbeing tool for women in New Zealand. The information has been available before but this is a new way of putting it in people’s hands”.
Breast cancer is most treatable when it is found early, so early detection is your best chance of survival. That’s why it’s vital to know the signs and symptoms of breast cancer and know what’s your normal for your breasts. If you notice any changes, see your doctor immediately.
“If this new app encourages women to be more alert to breast changes and to see their doctors earlier, it will certainly save lives.” Says Evangelia Henderson.
The app launched on 1st October with a hyper targeted online and outdoor campaign. An educational editorial series is also being published across various Bauer magazines and online properties. In partnership with Starcom and oOh! Media, Kiwis are being encouraged to tap to donate on street furniture around the country.
Download the app here (for Apple) or here (for Android).
CREDITS:
Client: Breast Cancer Foundation NZ
Agency: Colenso BBDO
Media: Starcom
Production Partner: Assembly
Sound: Franklin Road
