Estee Lauder // #icheckedmine Breast Cancer Campaign

#icheckedmine Breast Cancer Campaign


Estee Lauder wanted to create a holistic 360 campaign which sparked change and aided them in their fight to end Breast Cancer.


Catalyst devised a campaign to spark a movement. One of the main issues surrounding Breast Cancer is that women are not checking their Breasts. Especially in Hong Kong where the subject is seen as slightly more-taboo & 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.