GREY Canada has been doing amazing ongoing work for Ovarian Cancer Canada with their “Ladyballs” campaign.
By the time ovarian cancer is detected, it’s often too late to save a woman’s life. With no screening test, vague symptoms and low awareness and understanding, it’s often called “the silent killer.” Ovaries are hard to talk about and aren’t top of mind for women from a self-awareness standpoint because, unlike men, women can’t see, touch or feel their gonads.
This campaign gives women a reminder — they have balls too. Ladyballs.
The “Ladyballs” campaign launched with film in cinema, TV (see spot below), digital pre-roll and social video. Print and radio executions featuring survivors and their “Ladyballs” stories of courage soon followed.
Next, a “Show us your Ladyballs” user-generated content activation was deployed in social media, as well as digital and search advertising. Community outreach and Digital PR efforts brought “Ladyballs” into online conversation during high-profile events like the Oscars. Regional “Ladyballs” events to drive fundraising were launched in cities across the country with local survivors and Canadian celebrities.
“I have Ladyballs” docu-interviews with survivors were featured as an ongoing social content series and shared with the medical community. In addition, Ladyballs trade materials were created for the medical community. One of those videos, which launched this week, is featured below.
Having Ladyballs was a call to attention against the silent killer as well as a testament to the grit, courage and strength it took to battle women’s most fatal disease. The campaign objective is to engage a wider audience beyond just women diagnosed with the disease — get people to care about a disease they know nothing about that is silently killing five Canadian women every day.
Pictured below is a group of women, one with “Ladyballs” tattooed on her arm, with Canadian Prime Minister, Justin Trudeau. They took the Ladyballs charge to Parliament Hill to discuss active change for the outcome of women with ovarian cancer, as there’s been a lack of federal health engagement on the disease, and it was time their voices were heard.
“I think it really speaks to the cultural importance of what the #Ladyballs campaign did for Ovarian Cancer Canada,” said Darlene Remlinger, President, GREY Canada. “This was a deliberate approach to change the conversation around ovarian cancer in a bold way – one that empowered everyone to talk about something that is largely ignored. ‘Lady balls’ made the organization, and its supporters and survivors, more fearless. It gave them an edge and spirit that rejuvenated their fight. They felt silenced for so long that this finally allowed them to speak out with courage, strength and determination that they’d never tapped into before. They marched on to Parliament Hill with a newfound confidence, undeterred in their desire to make their concerns heard.”
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