The 'Love Cards' begin with a series of five Christmas cards and, as DDB Singapore chief executive officer David Tang explains, the idea is one that can be translated across any occasion. "It's a unique combination of creative execution, direct mail, merchandise and fund generation for the BCF," said Tang. "It's also infinitely extendable, because it offers the opportunity to create Valentine's Day cards, birthday cards, etc."
Tang said the idea arose from the insight that people would be most concerned about the people they love falling victim to breast cancer. "For a campaign that will need to run for decades, DDB Singapore has an 'open' brief," he added. "If anybody has an idea that can work, we want it. It doesn't matter if the BCF can't execute it today, it'll still be needed tomorrow".
DDB devises new 'extendable' idea for cancer entity
DDB's new campaign on behalf of the Breast Cancer Foundation (BCF) comes in the form of greeting cards that encourage the recipient to have regular checks for the disease, which afflicts one out of every 20 women in the island state.
