Rialto Channel: The Breast Cancer Screenings
Rialto Channel and Ascendant Dx sought to address low participation in breast cancer screenings due to discomfort. They aimed to engage women in a unique research initiative, promoting an easier detection method while generating awareness for the scientific breakthrough and the channel's role in facilitating it.
Creative Idea
Emotional films were used to collect tears for innovative breast cancer detection research.
Rialto Channel partnered with Ascendant Dx to host "The Breast Cancer Screenings," using emotional films in cinemas to make women cry, collecting tears for early breast cancer detection research. This ingeniously transformed entertainment into a comfortable, non-invasive health screening method, leveraging storytelling's power for a critical medical breakthrough.
Creative Strategy Deconstructed
Company
Rialto Channel possessed a curated library of emotional films and the ability to host public screenings, while Ascendant Dx had the scientific breakthrough.
Category
Breast cancer screenings were typically invasive and uncomfortable, leading many women to delay or avoid them, despite their critical importance.
Customer
Women desired a less invasive, more comfortable, and accessible method for breast cancer screening, and were willing to participate in meaningful research.
Culture
Culture values powerful storytelling and seeks innovative, less daunting solutions for health challenges, especially those impacting women's well-being.
Company
Rialto Channel possessed a curated library of emotional films and the ability to host public screenings, while Ascendant Dx had the scientific breakthrough.
Category
Breast cancer screenings were typically invasive and uncomfortable, leading many women to delay or avoid them, despite their critical importance.
Strategy:
Leverage emotional engagement to transform a daunting health challenge into a comfortable, participatory research opportunity.
Customer
Women desired a less invasive, more comfortable, and accessible method for breast cancer screening, and were willing to participate in meaningful research.
Culture
Culture values powerful storytelling and seeks innovative, less daunting solutions for health challenges, especially those impacting women's well-being.
Strategy:
Leverage emotional engagement to transform a daunting health challenge into a comfortable, participatory research opportunity.
Strategy Technique
Build an Utility, Not an Ad
The campaign created a functional event - "The Breast Cancer Screenings" - that served as a research tool for Ascendant Dx. It provided a novel, comfortable way for women to contribute to medical science, making the campaign itself a valuable service.
Explore Technique
Creative Technique
Conduct an Experiment
The campaign literally conducted a research experiment, inviting women to a cinema to watch emotional films. Researchers then collected their tears to analyze for breast cancer detection, turning a passive activity into active data collection.
Explore Technique
Craft Breakdown
This campaign transforms a cinema into a medical research tool - using emotional film screenings to collect tears for breast cancer biomarker detection, merging biotechnology with experiential event design.
Developing a method to detect breast cancer biomarkers from tears collected during emotional film screenings represents genuinely pioneering biotech applied as a campaign mechanic.
The intimate cinema setting was carefully designed to feel warm and respectful rather than clinical, making participants comfortable enough to cry openly while researchers collected samples.
