Abbvie & Afa
Urgent Action
MSD FRANCE
Breast Stories
A pop-up book unlike any other.
Context
There is not just one type of breast cancer. Among them is triple-negative breast cancer, an aggressive form that primarily affects younger women. A significant proportion of these patients are under the age of 40 and are therefore not eligible for France's national breast cancer screening program, which begins at age 50. As a result, this type of cancer is often diagnosed too late.
Problem statement
How can we raise awareness among young women about the importance of regularly checking their breasts? And how can we reach them without relying on traditional prevention messages that they often overlook?
Our Idea
Our answer was to tap into the #BookTok community on TikTok by creating a unique pop-up book, Histoire de Seins ("A Story of Breasts"), designed to highlight the warning signs of breast cancer and the essential self-check habits that encourage early detection.
The campaign
Production
Created in collaboration with paper artist and illustrator Anaïs Herd-Smith, the pop-up book delivers clear, accessible prevention messages while raising awareness of the importance of detecting breast cancer as early as possible.
Supported by leading #BookTok creators—Victorine, Mayatheblondbee, Morgann A. Amber, and Just Kassou—the campaign was amplified across TikTok and Instagram through engaging video content, reminding young women of the importance of monitoring their breast health.
Supported by leading #BookTok creators—Victorine, Mayatheblondbee, Morgann A. Amber, and Just Kassou—the campaign was amplified across TikTok and Instagram through engaging video content, reminding young women of the importance of monitoring their breast health.
Results
The campaign reached more than 16.4 million young women, thanks to a strategy combining committed influencers, the #BookTok community, and a broader audience of young people engaged with health awareness. Its success was driven by a carefully designed distribution strategy that captured attention where young audiences spend their time today: on social media.
At the heart of the campaign, the pop-up book gained significant visibility through influencer activation. The initiative was also widely featured in leading women's media outlets, including Cosmopolitan, Marie Claire, and Brut, and received television coverage on France Télévisions.
At the heart of the campaign, the pop-up book gained significant visibility through influencer activation. The initiative was also widely featured in leading women's media outlets, including Cosmopolitan, Marie Claire, and Brut, and received television coverage on France Télévisions.
More projects
Abbvie
Atopic Dermatitis
