‘Save the Box’ breaks the silence around gynaecological cancer

Insights:

• Over 17,000 Australian women are currently living with gynaecological cancer – each day 15 women are diagnosed and four lose their live
• ANZGOG, the peak national gynaecological cancer clinical trials organisation for Australia and New Zealand, was not widely-known and gynaecological cancer is largely under reported in Australian media
• The cancer charity space was crowded, dominated by dedicated awareness months or days.
• ANZGOG research revealed people felt uncomfortable speaking about women’s gynaecological health (and the words for a woman’s intimate parts often considered taboo).
• Concern that ‘Save the Box’ was a risky campaign and could cause some controversy due to the terminology (in Australia, ‘box’ is slang for a woman’s private parts)

Moments:

• Amplified activation at Martin Place, Sydney – 1,743 cardboard box memorial installation. Each box represented a mother, daughter, sister and grandmother who had lost their life to gynaecological cancer in 2015
• Mapped moments with KOLs and influencers to amplify #savethebox conversation online across duration of campaign, including distribution of branded t-shirts and money boxes
• Delivered emotive case studies to portray the real-life impact of gynaecological cancer

IMPACT:

• Funds raised would allow 94 woman to participate in clinical trials
• Campaign reach of 48 million
• 63 per cent of the coverage featured cardboard box memorial at Martin Place
• No negative media coverage, despite the risqué nature of the campaign
• 25,091 video views via Facebook, 50,000+ Instagram likes and comments, over 720 mentions of #savethebox on Instagram