Griffin Farley's Beautiful Minds

*This strategy was chosen from 15 teams to compete as a finalist for BBH’s Griffin Farley’s Beautiful Minds held at Facebook HQ in New York City.

WHAT

The Griffin Farley's Beautiful Minds program is a hybrid planning bootcamp and networking event. After the project briefing, participants are split into groups of four and have 24 hours to develop a strategic platform, communications plan, and roll-out plan for a client. Finalists present to a distinguished panel of industry leaders in front of department heads and recruiters from across the industry.

HOW

With only 24 hours to create a campaign with media executions, a communications plan, and rollout plan, we utilized Simmons data and behavioral healthcare research and tapped into social listening, cultural movements, and consumer attitudes.

THE ASK

The Get in Touch Foundation is a non-profit organization driven to empower women to conduct breast self-exams. Previously built around paper-based education tools, they've just launched The Daisy Wheel App that will allow them to break into a much larger space. We needed to get 500K downloads.

 

PROBLEM

Today’s self-care culture has lost touch with the movement's origins: a proclamation towards establishing comprehensive physical, mental, and community health.

 

INSIGHT

Millennial Women don’t view holistic, long-term health as a part of self-care.

 

STRATEGY

Reclaim Self Care. The Get In Touch Foundation brings self-care back to its roots of comprehensive health and wellbeing. 

 

CAMPAIGN IDEA

Feeling Myself. We wanted to integrate physical health into the modern definition of self-care, and by tapping into a cultural movement, we're signaling that self-breast examinations are a part of this.

THE DECK: