Tetley Tea Australia is raising awareness of breast cancer and the importance of early detection in a campaign via creative agency Showpony.
“We know conversations about breast cancer can feel awkward or even scary,” said Tetley ANZ head of marketing and innovation, Divya Shrivastava.
“With the creation of The Uncomfortable Cup, our honest effort is to bring this issue to the table – literally – with empathy, insight, and purpose.”
58 people are diagnosed with breast cancer every day in Australia, according to Breast Cancer Trials.
“We wanted to create something tactile and thoughtful – a simple cup that makes a powerful statement,” said Showpony creative director Nic Maumill.
“We are really proud to partner with legacy brand Tetley and Breast Cancer Network Australia on such an important cause, and there’s no better moment to talk than over tea, and no better time than now.”
The campaign runs nationally across out-of-home placements, social media, digital and a dedicated website.
"The Uncomfortable Cup is a much-needed conversation starter about early detection,” said Breast Cancer Network Australia’s director of brand, engagement and income, Rachel Carr.
“When we know how to do self-checks and recognise symptoms, we have a better chance of getting help early, accessing effective treatments, and recovering.
"It’s also about knowing how to support people who have experienced, or are currently experiencing, breast cancer.
“Some people affected by breast cancer say that conversations about the disease and treatment effects with family and friends can sometimes make their experience harder, more awkward and uncomfortable.
“We hope The Uncomfortable Cup gets people talking about breast cancer more openly to make the subject far less uncomfortable for everyone."
Credits:
Client: Tata Consumer Products - Tetley Tea
Head of Marketing & Innovation ANZ: Divya Shrivastava
Brand Manager: Nidhi Mehta
Client: Breast Cancer Network Australia
Senior Relationships Manager: Marina Dowling
Corporate Partnerships Manager: Sue Clohesy
Agency: Showpony
Group Creative Director: Parris Mesidis
Creative Director: Nic Maumill
Senior Art Director: Nate Moore
Senior Copywriter: Jermaine Rowe
Art Director: Oscar Riley
Animator: Felipe Carrasco
General Manager: Matthew Basso
Account Director: Aaron Westwood
Account Manager: Macey Wood
Social Media Manager: Che Kudagamage
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