REFRESHING BREAST CANCER MESSAGING

Problem: With its commitment to breast cancer research and treatment, Wacoal has a lot of credibility as a philanthropic brand, yet its messaging must stand out among other worthy causes and be relevant to a new generation of women.

Solution: Enlist the partnership of three breast cancer survivors whose personal stories told via video cross over age, ethnic and lifestyle diversity to connect on an emotional level with Wacoal’s customers. We use social media marketing to communicate widely to philanthropically minded women.