In 2016, I was diagnosed with early Stage 2 invasive breast cancer. Despite having a strong support system, I noticed I felt alone. My friends and family had little understanding of what I was feeling and going through. During this time, the need to connect with other women who could truly understand and relate to my experience was more important than ever. And this isn’t just my story. It's the story of thousands of other women.
For this reason, I created Breastie. A matching app that empowers breast cancer patients and survivors to connect with each other for the utmost personal support.
Role: Creative Strategy and Direction / User Journey / Branding Art Direction
HOW IT WORKS:
In the same manner, dating apps work, users create their profiles and set their match filters based on their specific circumstances or needs. Once matches are made, these women can begin texting with each other through the app.
To reveal the campaign, we partnered with celebrities and influencers such as Shanon Doherty and Angela Trimbur who are survivors and advocates. We provided them with a social kit containing a variety of posts to choose from. Their captions will shine a light on the need for personal support and invite their followers to download the app and share their experiences. We also created Instagram story ads, magazine print ads to be seen in medical waiting rooms, and wild postings.
The campaign features the brand colors magenta (promotes emotional balance, kindness, and compassion), and yellow (symbolizes happiness, warmth, and friendship).
