The New Zealand Breast Cancer Foundation has gone to the New Zealand public on television, and on the streets of Auckland, with the Blob, a huge pink reminder of the danger of undiagnosed breast cancer. The newly launched television commercial was linked with a the stunt which involved moving The Blob undulating gently against the buildings in Vulcan Lane, with reactions ranging from confusion to amusement. It’s all part of Breast Cancer Action Month, a global public awareness campaign run every year in October.
The television commercial, launched on September 27, provides an analogy of how breast cancer can take over the lives of a normal New Zealand family, with the Blob becoming like “the elephant in the room”. The Blob follows the same key messaging as our previous print campaign : that breast cancer affects others too. The symbolism of the blob is apparent in its slow growth and reflects the fact that the longer breast cancer is left untreated the bigger the problem becomes.
The Blob campaign was developed at Colenso BBDO, Auckland, by executive creative director Nick Worthington, creatives Lisa Fedyszyn and Jonathan McMahon, agency producer Gemma Heyes, account directors Jo Wealleans, Gemma Findlay, Janelle Van Wonderen, account manager Jessica Blake, planner Hayley Pardoe, working with NZ Breast Cancer Foundation staff Suzanne Nichol and Heather Shotter.