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How we got 100 million people talking about breast cancer.

STAYING SILENT
The cultural belief is that talking about illness only increases the odds you will catch it. 

In Vietnam, it's taboo talk to about illness
Even with a doctor.

However, the longer it takes for you to get diagnosed with breast cancer, the lower your chances of survival.

VIETNAM HAS

14,000

 NEW BREAST CANCER PATIENTS EVERY YEAR.

35%

MORTALITY RATE
300% MORE THAN NEIGHBORS

>25%

MEN WILLING TO DISCUSS
BREAST CANCER WITH WIVES.

BREAST CANCER DEATHS

1. Laos 10%

2. Thailand 12%

3. Cambodia 9%

4. China 6%

5. Vietnam 35%

Roche was determined to be the brand that finally got the nation talking about the breast cancer epidemic.

But the problem was, no one wanted to talk about it.

And unfortunately, Vietnamese women have been finding out about their cancer far too late.

So we created a new emoticon.
It served as a piece of code.
 

When you texted "(.)(.)" it transformed into a message.

So now everyone could finally start talking about breast cancer, without actually talking about it.

Over 10,000 people attended our event — covered by all major television networks.

OVER 10,000 ATTENDED OUR EVENT

RESULTS

450 million media impressions.

Launched the first-ever breast cancer survivor's club.

450 doctors and nurses attended 
"(.)(.) training courses".

And one very large cultural stigma was overcome.

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