Dominique Baxewanos, VML creative director, explains that while working on the launch of Dove cream, they thought about the other things it does, and then they thought about breast cancer and breast cancer checks.
"The insight is that 75% of South African women moisturise their skin daily but only five percent perform breast self-exams. Tapping into this, we turned something women do every day - a habit into another habit."
Dove's experiential lead Laone Molefe says they loved the campaign immediately. "It is taking our product and encouraging usage, which is always great.But also with a good purpose, and purpose is a very important positioning for us."
The campaign actually goes into a lot of detail to ensure it was for all women as Baxewanos and Molefe explain.
