After suffering from breast cancer, women who choose to have breast construction using their own tissue are not covered by their health insurance. Because they consider it cosmetic surgery. Benetiet, a non-profit organisation, tried to get this onto the political agenda. On a random day, fashion store ZEB launched a dubious campaign, giving away €5,000 for plastic surgery to one of their customers.
Solution - win a breast reconstruction
We immediately saw an opportunity in this controversial campaign and hijacked it with a new website, benetietcutsthecrap.be. This clever reply gained support on social media and in the national press. Only one day later, ZEB decided to donate the money to Benetiet. But even better, Benetiet and its mission gained broader awareness and got a place on the political agenda, with no media budget.