Collage of mobile phone screens related to Estee Lauder campaign for Breast Cancer Day

15 Seconds

Every 15 seconds, somewhere in the world a woman is diagnosed with breast cancer

Client

  • Estee Lauder

Office

  • Argentina

Challenge

How could Estee Lauder compel women to get regular breast exams and increase breast cancer survival rates?

Inspiration

International Breast Cancer Awareness Day was the ideal time to launch this life-saving campaign to educate others about the importance of early tests.

Idea

Wunderman Thompson Argentina created an activation via 15 second Instagram stories to remind people that every 15 seconds in the world a woman is diagnosed with breast cancer. A simple and powerful idea. Utilizing the impact and reach of Instagram, Estee Lauder asked users to count to 15 seconds on their Instagram stories to encourage women to get checked regularly.

Women who suffered from breast cancer uploaded their testimonies to the @EsteeLauderArgentina Instagram account, joining our campaign influencers and celebrities sharing their own Instagram stories, generating media buzz and awareness around 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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