Breast Cancer Cure

Breast Cancer Cure needed an ongoing stream of funding for breast cancer research. We decided to hijack the revenue stream of New Zealand’s largest commodity – dairy, and approached premium milk brand Lewis Road Creamery with an idea to repackage their blue top milk as ‘Breast Milk’.

20c of every bottle sold was donated to Breast Cancer Cure, making a routine donation as effortless as a switch in milk brands.

The campaign was launched with a PR push, while outdoor and social media channels worked to normalise the product and encouraged New Zealanders to make funding a cure part of their everyday routine.

‘Breast Milk’ received coverage across national television, social media and global news and the campaign became the most talked about charitable initiative of 2015 in New Zealand.