Every October, countless campaigns talk to us about the awareness and detection of breast cancer. But what do you say to someone who has just been diagnosed? That’s the insight behind Rethink Breast Cancer’s latest initiative that recognises the communication gap between women with breast cancer and the people who care about them. So, rather than try to fill that gap with flowers and greeting cards, Rethink Breast Cancer set out to give them the care and understanding they really need.
Introducing Give-A-Care: The first line of products for young women with breast cancer, that actually understands young women with breast cancer. More than just a care package they can actually use, each product is named in a bold way that helps to educate about what a loved one with breast cancer is actually going through. The collection includes products such as the “My-emotions-are-so-out-of-whack-that-even-my-skin-is-being-too SENSITIVE HAND CREAM”, the “All-the-slow-jams-and-silk-sheets-in-the-world-couldn’t-do-it-for-me-right-now-I-need LUBE”, and the “I-know-this-hospital-waiting-room-like-the-back-of-my HAND SANITIZER.”
We conceived, designed, and developed the line, consisting of 22 unique products that range from lemon candies that mask the metallic taste chemo can cause, to a stylish zip-front hoodie that’s easy to get on and off after surgery.
With input and consultation from Rethink Breast Cancer, and conversations with members of the Rethink Young Women’s Network, we were able to better understand the reality these young women with breast cancer are facing. And the products themselves have been designed to address those actual needs, while using direct language that friends don’t always feel comfortable using.
“The campaign is unique, in that the products are not only a supportive gift, but their names and branding help to educate people about what a loved one with breast cancer is going through. This understanding can help deepen the connection between a woman and her support system.”
— Alison Lawler-Dean, Rethink Breast Cancer
The Give-A-Care Collection is available excusively at giveacare.ca, with 100% of the proceeds supporting Rethink Breast Cancer’s work to educate, empower and advocate for those concerned about and affected by breast cancer.
LG2 elsewhere on ID: F. Ménard, Aliments Faita et Forgione.
Comments
This is beautiful and uplifting. Those crayon lines on the water bottle. <3
Wow.
This is such a well done campaign, the packaging and photography is gorgeous. We were so honored to donate the candy hearts!
I love well considered and well designed identities for good causes. That’s why I love this. Great stuff.
Likewise, Richard. I love when people get in touch with good work for good causes.
It’s amazing how something as “simple” as a name can have such an impact. Those product names are genius. Wondering how long it took to come up with the concept.