Problem

Diet and exercise play important roles in reducing the risk of breast cancer, but women are inundated with this message everywhere. 

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Insight

Inspiration comes reducing the expectation that you'll be good at something new right away.

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Solution

Inspire women to just try something badass, without expecting to be perfect.

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Results

Unlike nearly all "educational" campaigns before it, we successfully empowered 60% of women who saw the campaign to change their behaviour intent.