February 1, 2010
IT’S ABOUT TIME
THE CHALLENGE: To create a relevant, engaging identity for a public event that will act as a flagship property for the Canadian Breast Cancer Foundation – with a view to generating interest and discussion around the question of whether there is a need for change and innovation in the treatment of breast cancer. iPrimate’s challenge was to create the brand, and then mastermind the development, production and staging of a suitably dramatic event.
THE SITUATION: The breast cancer area of the not-for-profit environment is a confused marketplace in terms of brand identity and understanding of who does what. The Canadian Breast Cancer Foundation is seen to be strong in research and analysis, but possibly too serious and highbrow to connect with the average person. At the time of my initial involvement, there was an inertia associated with the organization, and it was time to show that an energized transformation was underway.
THE ESSENTIAL TRUTH:
The truth is… iPrimate created an intriguing brand identity, and a stimulating, interactive experience that focused on the issue of TIME – its implications for breast cancer detection and diagnosis. At the event, experts offered insights into new developments, and we drew upon the wisdom of the crowd by directly polling the people in the audience, as well as those attending via live webcast. With this high-profile initiative, the Foundation kick-started a sea change in its perception.
Here is a thought-provoking collage of music and pictures, which set the scene at the beginning of the event re: the confusion and uncertainty that currently swirls around the issue of breast cancer diagnosis and treatment: