Most of breast cancer cases can be cured if caught in time. On October 19th 2020, Estée Lauder needed to raise awareness among women of the importance of early detection with a digital campaign that could challenge all pandemic boundaries.
15 Seconds
Challenge
Inspiration
Every 15 seconds, somewhere in the world, a woman is diagnosed with breast cancer– the same time an Instagram story lasts.
Idea
We created hundreds of Instagram stories of celebrities and influencers counting up to 15 on their profiles with the hashtag #15seconds.
Growth
Results from #15seconds have been impressive. In the first 24 hours, the campaign achieved an audience organic reach of 8,881,000 – with more than 6,393, 000 impressions on digital platforms. TV and print reached audiences of 812k and 1.3k, respectively. Estee Lauder also donated $500k to campaign partner MACMA, a breast cancer support organization in Argentina, to offer free mammograms, and our third-party partner Falabella, who raised more than half a million dollars selling hero products to help the cause.
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Press
Wunderman Thompson Argentina Launches 15 Seconds, Breast Cancer Awareness Campaign with The Estée Lauder Companies
Marcomm News
WT+ ARGENTINA, ESTÉE LAUDER COMPANIES Y MACMA CUENTAN HASTA 15 PARA CONCIENTIZARLatinSpots
15 Segundos, la campaña de Wunderman Thompson para Estée Lauder y MACMADossier Net
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