#8008135 (aka "BOOBIES" on a calculator) is a campaign targeted to teen girls to help them navigate the information, and misinformation, out there on breast cancer. To combat the hyper breast cancer aware world we live in, we created a fun, cheeky campaign that empowers young women to get the real facts about breast health.
The 360-degree myth-busting campaign included a launch video featuring teen influencers, a Messenger chatbot - the first of its kind for breast health, social content, OOH and a limited edition H&M t-shirt collection that got people wearing their support on their chests - literally.
To reach teens where they are, we created the first breast health hotline, online - the #8008135 chatbot. The Messenger chatbot busts pervasive cancer myths 24/7 and provides girls with a safe space to ask everything they’ve ever wanted to know about breast health. We empowered girls everywhere to get the real facts and encouraged them to #knowthy8008135 - because the best breast cancer prevention is education.
We created 5 unique t-shirt designs exclusively for H&M. These were highly coveted and shared widely on social media by celebrities and influencers, including Olivia Wilde.
