Rethink Breast Cancer, an organization that connects young people with breast cancer resources, is using a musical campaign to promote its annual Breast Fest film festival.

The ad, essentially a 30-second trailer for the four-minute musical, is appearing at Alliance Cinemas and on local TV stations in Toronto. There will be wild postings around the city, too, as well as a print campaign in Now magazine, Chatelaine, Elle Canada and other women’s publications, with online banner ads running on the websites of the many of the same publications. A 10-second PSA will be running on an outdoor video board overlooking Yonge-Dundas Square. The ads push people to the Rethink website, where the four-minute video is housed.

The media buy was handled by Media Experts’ Toronto office, while the video was produced by Buck Productions in Toronto and Toronto-based The Hive did the ad creative.

The target demo of the campaign is young women who have or are concerned about breast cancer and their families, generally women and men in their 20s to early-40s, Alison Gordon, VP strategy, marketing and communications, Rethink Breast Cancer, tells MiC.

‘The goal of the campaign is to drive awareness and participation in Breast Fest,’ she says. ‘That’s the number one objective, but, of course, with everything we do at Rethink, we’re always trying to multitask and raise awareness…and think differently about how we can communicate this cause.’

The mini-musical focuses on a young woman who has had a breast removed because of cancer. She’s apprehensive as she enters a lingerie store to buy a new bra. She sings her way through the experience, with the store’s sales staff and other customers joining her in song.

The Breast Fest film festival runs Nov. 19 to 21 in Toronto.