You don't have to be good to be healthy.
How do you inspire women to reduce their risk before cancer ever begins?
For years, breast cancer awareness had meant one thing: early detection. This campaign asked a harder question: how do you move women to act before there is anything to detect?
The advice itself wasn't new. Eat well. Move more. Drink less. Stop smoking. Women had heard it for years, yet awareness alone rarely changed what they actually did.
People make healthier choices when they already feel good about themselves.
Working with behavioural psychologists, we looked for a different way in. Instead of asking women to focus on what they should give up, we encouraged them to take something on. Research suggested that trying a new experience builds confidence and wellbeing, and that momentum carries into other choices.
So the campaign removed the pressure to be perfect. You didn't have to be good at something. You only had to be willing to try one new thing.
Rather than using fear to motivate, the campaign celebrated curiosity, optimism and small personal victories.
It became the Canadian Breast Cancer Foundation's first fully integrated prevention campaign, opening a conversation about breast health that felt empowering instead of prescriptive.
The story ran on television and, alongside it, in a short documentary following the women who took part: real people, real attempts, and the quiet confidence that came from simply trying.
The idea carried across television, print and digital. Each execution followed one woman taking on something new — a hockey game, an open road, a cold-water surf — under a single, disarming line: You don’t have to be good to be healthy.
One third of breast cancers can be prevented by living well.
Two-thirds of women who recalled the campaign said it changed how they think about their health.
They reported thinking differently about exercise, nutrition, alcohol and other lifestyle choices. After proving itself in Ontario, the campaign was adopted nationally, the first unified prevention message shared across the Foundation's organizations.
42 crew, 25 women, 12 activities, 7 days, two Red Epic cameras, one Russian Arm. And, oh yes, an earthquake.
Everyone involved brought something to it. The cast of 25 were real women performing their passion in front of the camera: some breast cancer survivors, others with friends or relatives in treatment, all with their own connection to the cause.
Special thanks to Portishead, for the donation of the music track “Glory Box” (including Isaac Hayes’ sampled track “Ike’s Rap II”).