Estee Lauder wanted to create a holistic 360-campaign that sparked change and aided them in their fight to end Breast Cancer.
Catalyst devised a campaign to inspire a movement based on the fact that one of the main issues surrounding breast cancer is that women are not performing self-examinations regularly. This is especially true in Hong Kong, where the topic is seen as slightly more taboo and sometimes embarrassing.
Catalyst proposed a new Hashtag – #icheckedmine – which empowered women and sparked a conversation surrounding the issue of self-examination. The hashtag was used widely throughout the campaign by media, celebrities, staff, and the general public.
Catalyst supported this with creative key visuals and videos, designed to educate, spread the message, and promote key live elements of the campaign.