Challenge
BB&T CIO Barbara Duck is bravely fighting breast cancer along with 1.7 million men and women around the world. We were challenged to produce her story with honesty and integrity in an effort to raise breast cancer awareness and encourage everyone to perform monthly self-exams.
Results
Barbara Duck’s cancer journey video was shared on a number of digital marketing channels in October 2017 during Breast Cancer Awareness Month. As of 2019, the video had more than 149,000 views and 1,184 shares.
Viewer comments included:
“I have tears in my eyes and a lump in my throat after watching this inspirational story.”
“Wow!! What an incredible and inspiring story.”
Barbara’s sole purpose in sharing her personal journey was to save a life, and, certainly, her openness and authenticity has done just that, especially as it relates to educating the public about Triple Negative breast cancer and the value of self-exams for early detection. The video captured a GOLD 2017 Cancer Awareness Advertising Award for excellence in cancer awareness marketing and advertising. The Cancer Awareness Advertising Awards (CAA Awards) is the nations most elite competition dedicated specifically to the promotion of all cancer products and services. Only advertising and marketing projects that are designed, printed, published and/or distributed for the sole purpose of cancer awareness can be entered into the annual CAA Awards program.