With Energizer Canada division Schick Quattro as the sponsor, a quirky initiative known as the ‘Women’s Booby Wall’ was launched on January 10. Its aim was to boost awareness of breast cancer and the importance of early detection. Its novel twist was inviting women to post photos of their breasts plus accompanying messages of love and hope.
In little more than six weeks, the ‘Touch. Look. Check.’ website has attracted nearly one million people from 181 countries, says Schick Canada senior brand manager Helen Kargas. ‘The overwhelming response confirmed the Booby Wall is an innovative way to raise awareness for Rethink Breast Cancer’s breast health message. We’re very proud to have created a program that has touched the lives of so many.’
Adds Rethink Breast Cancer XD MJ DeCoteau: ‘The positive feedback we have received indicates that many visitors have made TLC a part of their lives and have shared the message with their friends and loved ones.’
Achieving just such a powerful viral impact was the goal of Toronto Boom Marketing and Real Interactive, which kicked off the initiative in Toronto last fall by installing a ‘booby booth’ at L’Oreal Fashion Week and the National Women’s Show. Supported by an extensive viral marketing and social media campaign – with PR by Toronto’s Paradigm Public Relations – the Booby Wall will hit the road this spring, inviting women at various consumer shows and events to get in on the photographic action.
