Show your support where the sun don’t shine
Men have Movember. Women have Julyna.
What started out as a few friends expressing Movember-envy over drinks, turned into a swanky event at a ‘social ballroom’ and over $50 000 fundraised for cervical cancer awareness. These friends saw the need for an initiative to raise awareness for female cancers and thus, Julyna was born. While men grow creative moustaches in Movember, women are encouraged to get creative with their woo-hoo grooming in July, or “Julyna”.
Julyna’s mission is to increase awareness of cervical cancer, and to promote healthy lifestyle choices in an effort to prevent the spread of HPV (human papillomavirus). In addition, Julyna aims to raise money for The Canadian Cancer Society for the funding of further cervical cancer research.
The Julyna team approached Cossette with their idea on July 8, 2011. They wanted a promotional poster for the fundraising event that was to occur in 20 days. Despite this tight timeline, Cossette became excited about the creative possibilities and sprung in to action. We locked down media space and came up with the creative concept above to promote the initiative. Cossette is proud to support the community through creativity and very pleased with the recent media attention.
Tim Beach, Group Media Manager at Cossette Toronto, is even more excited for Julyna 2012’s campaign:
“We’re working with Julyna again in 2012, but this time, we’re treating it like a full advertising campaign- creative development, media plan, the works. With more time and even more media space, Cossette’s going to really go out of the box with big creative ideas.”
With an in-market date of July 1, stay tuned for the next campaign. Let’s win the fight against cancer one woo-hoo at a time.
Advertising Agency: Cossette Toronto
Creative Director: Pete Breton, Dave Douglass
Art Director: Angela Sung, Tom Koukodimos
Copywriter: Rachel Abrams