I have #Ladyballs

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Title

I have #Ladyballs

Advertiser:

Ovarian Cancer Canada

Year:

2016

Source:

2017 Cassies / Strategy Magazine

Product Category:

Charities

OOH Format:

Outdoor

Country:

Canada

Objective:

To raise awareness of ovarian cancer and to get people talking about it.

Target Group:

Adult females.

Strategy and Media Used:

Cause campaigns are successful when they permeate the culture with something memorable – as shown by moustaches and ice buckets. Ovaries by their nature are not talked about and had no such alternative usage or name when compared to men, hence the idea to position the ovaries as female balls was born. The “Ladyballs” was a national campaign that launched in December 2015 and included DOOH, Cinema, on-premise films (bars, salons and restaurants), print and digital ads with the following taglines:  “Do you have the Ladyballs to do something about ovarian cancer”, “Show us your Ladyballs” and “I Have #Ladyballs”.

Results:

The campaign prompted a 118% year-over-year increase in inquiries about Ovarian cancer from women, along with an average increase of 22 donor calls per week. 75% of the donations received during the campaign were from new donors while calls to OCC regional offices went up by 35% and social engagement increased by 220%.