Your Attention Please | tonydipietro

NOVARTIS – Your Attention Please /

The Campaign

During the Super Bowl, there's so much attention paid to breasts. Yet 1 in 2 women don't get their annual breast screenings that can catch cancer early when it's most treatable. Our humorous integrated campaign for Novartis debuted during Super Bowl LIX and was aimed at refocusing the conversation from attention to action. The goal was to empower women to take control of their breast health and usher in a new era for all women to get the care they need.

The results: 15.1 billion earned media impressions, 55.2 million+ reach across social, and over 760,000 visits to YourAttentionPlease.com where more than 15.5 thousand people signed up for screening reminders. And the Big Game was just the beginning.

Case Study Video

The Super Bowl Spot

Directed by MJ Delaney, the spot stars breast cancer survivor Wanda Sykes and Hailee Steinfeld an awareness advocate who remind people that while we're paying attention to breasts, we should be thinking about keeping them healthy and get screened.

Social Media

Our social campaign kicked off with pre-game and game day teasers designed to build anticipation for our Super Bowl spot. We strategically featured Wanda Sykes and Hailee Steinfeld–alongside the commercial's actors and cheerleaders–breaking the fourth wall to engage viewers and drive traffic to our website. To help amplify awareness even further, we created original cheers, complete with custom choreography to energize our audiences and encourage online visits.

"Breast Names" teaser

Wanda Social Invasions

Wanda Sykes is not just a hilarious comedian, she's a breast cancer survivor. She wants to remind women to get their annual mammogram so she's invading popular social videos about cute dogs, work out tips, and dance trends to remind people to pay attention to what really matters.