Breast Fest 2010

Breast Fest is a very special film festival where breast cancer stories are shared through film in support of women who have been either directly or indirectly affected by breast cancer. Although the festival deals with a serious topic, the films featured in the festival evoke a broad spectrum of emotions, from devastation to elation, and deal with a wide range of topics, from confronting loss to triumphing over seemingly impossible odds.

To help raise awareness for the festival, The Hive created several web and print assets that drove traffic to the Rethink film festival website. There, visitors were given the choice of watching one of two videos, each placed over a woman’s breasts. The first of which revealed a musical short film created by The Hive that follows a breast cancer survivor on her journey to regain her feminine confidence after undergoing a mastectomy. The second video offers an apologetic message saying that the video you are trying to watch has been removed. The video screen fades and reveals our model’s mastectomy scar; imagery that’s been noticed and appreciated far beyond the Rethink community.

The results of our campaign have been outstanding. Not only has the festival received international attention from the likes of Marketing and Strategy Magazines, it created an opportunity for those whose lives have been affected by breast cancer to come together to support each other and their cause.