Toilet, Teeth Tits: Stella McCartney and Netflix's Sex Education

How do you get young people to listen to health advice?

To get young people to engage with breast cancer, we designed a tongue in cheek, taboo busting self examination routine that created cultural buzz but also real behaviour change. The campaign was number one for engagement ever on Stella’s channels and scored 185 earned media placements.

Transformation objective:

For Stella McCartney 2021 BCA campaign our objective was simple: to create conversation about this awkward but important topic amongst a younger generation, by partnering with Netflix’s Sex Education - a title known for tackling taboo topics with ease.

Transformation approach:

Too few people with breast cancer were being diagnosed early, so to save lives we needed an idea that not only created huge cultural buzz but also real behaviour change.

Taking inspiration from government messages anchored in three part slogans and sprinkling it with Sex Education’s dry wit, Triple T (‘Toilet, Teeth, Tits’) was born. A catchy self-examination routine with a meaningful message. Check your tits.

In a two minute film, the students from Moordale High tackle breast cancer with Sex Education’s trademark humour, covering myths, misunderstandings and the importance of examining regularly. Triple T became a full-fledged campaign. With everything from GIFs, stills and influencers, to a Times Square billboard and official Triple T merch from Stella McCartney.

13.4M
PEOPLE REACHED GLOBALLY
#1
SOCIAL MEDIA ENGAGEMENT FOR @STELLAMCCARTNEY EVER

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Stella McCartney x Netflix's Sex Education

How do you get young people to listen to health advice when it comes to Breast Cancer Awareness?

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ACNE London

jack.w@acnelondon.com