TV ad: Breast Cancer Cure: Breast Milk

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New Zealand has the highest Breast Cancer rate in the world, and Breast Cancer Cure are a single-minded charity committed to funding research to find a cure.
Because Breast Cancer Cure commit their donations strictly to research, we needed a brand partner and an attention-grabbing idea to deliver reach. Our target audience is a pragmatic, rational, upper-socio female. And studies showed us that she was significantly more influenced by cause-related products.
So Y&R New Zealand created Breast Milk the cow's milk that funds the cure.