Brief – Roche was looking for a 360 campaign that would increase awareness of Breast Cancer and motivate people to get screened.

 

Challenge – In Vietnam, people do not talk about negative things because culturally they believe that it will breed negativity in their lives.

 

Insight – In today’s age, where words fail, use emoticons.

 

Idea – A simple emoticon of breasts that shall open the conversation without mentioning the dreaded words.