Isobar India recently launched ‘Straps That Remind’ campaign with Marks & Spencer in association with the brand’s charity partner, Women’s Cancer Initiative. Through the campaign, Isobar India became the only Indian Agency shortlisted in the 2021 New York Festivals Advertising Awards.
The campaign aims to spread awareness around the signs and symptoms of breast cancer and initiate behavioural change. At the centre of the campaign, are a unique set of bra straps, fittingly named ‘Straps That Remind’ – a personal reminder for every woman to examine herself for early signs of breast cancer.
Speaking about the campaign and its objectives Vibhor Yadav, Senior Creative Director, Isobar India, said, ”Marks & Spencer is a brand that is committed to raising awareness about breast cancer, and they have been working tirelessly for years towards it. This year, the focus was to encourage women to adopt the habit of self-diagnosis.”
He continued, “While brainstorming on it, we realised that women were aware that if not diagnosed, early breast cancer can be fatal; the real issue was that they don’t remember to self-diagnose! So, it’s here where the intervention was needed – a reminder that can be acted upon immediately. This led to the conceptualisation of “Straps That Remind”.
Straps That Remind are a unique pair of transparent bra straps designed to remind women to check themselves for early signs of breast cancer when they are in their personal space. These life-saving straps come imprinted with a message of self-diagnosis, which disappears when the Straps are worn and re-appears when they are taken off. It was achieved by creating a customised thermochromic ink that responds to body heat and makes the message disappear.
While conversations around the Straps started in February 2021 on social media, it was on International Women’s Day 2021 that Marks & Spencer, in collaboration with Tata Memorial Hospital, presented these life-saving gifts to every female customer that visited the M&S stores. The Straps were enclosed in a detailed leaflet that showcased self-examination steps and provided information about medical support should women suspect anything unusual.
“What made all of us kick about this concept was that it allowed us to change a personal moment into a lifesaving one. We were all very excited, and with all the support and encouragement that came from the M&S team, we were sure that we were going the right way,” added Vibhor.
Elaborating on the consumers’ responses about the campaign, Vibhor said, “The intent from the start was to make a difference. We see ourselves as changemakers, and we believe, even now, these Straps are there in the wardrobe of many women and reminding them to self-diagnose.
All Straps were picked within the first few days of being made available at the stores. What was encouraging was to see men participating in the conversation and gifting these Straps to their partners. The enquiries, too, came in great numbers. In fact, many of our team members received messages from their female friends showing interest in the Straps.”
Vibhor says that there was a positive sentiment across social media around the campaign and the brand. Many social media influencers and celebrities not only supported the brand’s initiative but also encouraged their female followership for self-examination.
“I won’t hide my joy, it indeed is a great feeling, and we are proud of the work that we have done and are thankful to the entire Marks and Spencer team for giving us this opportunity. It feels great when your work is judged as one of the best across the globe. On the one hand, it shows that we are on the right track. On the other hand, it also pushes us to be better and set a new benchmark for ourselves,” says Vibhor on being the only Indian agency shortlisted for the New York Festivals Advertising Award.
He continues, “When the nomination news came in, it unfolded in parts – “We have a nomination!” came first, followed by “Wait, we have two nominations!” and followed by “We are the only Indian agency!” – so, our emotions went up quite swiftly, like an elevator of a Dubai skyscraper. It was awe and ecstasy hitting us in instalments!”
“We wish to win this and make this moment even more special for all of us. Here, I would also like to thank the esteemed jury who found the work impressive and have motivated and instilled confidence in both the agency and the brand to take up more such initiatives,” concludes Vibhor.