{"id":400,"date":"2014-10-30T00:00:00","date_gmt":"2014-10-29T13:00:00","guid":{"rendered":"https:\/\/wordsbynuance.onpressidium.com\/portfolio\/mcgrath-foundation-curve-lurve\/"},"modified":"2019-09-27T10:48:18","modified_gmt":"2019-09-27T00:48:18","slug":"mcgrath-foundation-curve-lurve","status":"publish","type":"portfolio","link":"https:\/\/wordsbynuance.com.au\/portfolio\/mcgrath-foundation-curve-lurve\/","title":{"rendered":"McGrath Foundation <br> \u201cCurve Lurve\u201d"},"content":{"rendered":"<p class=\"p1\"><i>Encouraging young women to care for their curves<\/i><\/p>\n<p class=\"p1\"><strong>Where it all began<br \/>\n<\/strong>Breast Cancer affects an estimated 15,000 Australians each year. But in spite of that sobering stat, it\u2019s not something that young women have on their radars. The McGrath Foundation wanted to change this by promoting the idea of breast health to&nbsp;teenager&nbsp;girls and young women. The goal? To encourage women to embrace their curves, and make proactive breast self-checks a part of their routines.<\/p>\n<p class=\"p1\"><strong>What happened next<br \/>\n<\/strong>We were lucky enough to work with the talented crew at Republic of Everyone on this project. Together, we came up with the \u2018Curve Lurve\u2019 campaign. While this was essentially an education and awareness campaign, we didn\u2019t want it to feel that way. So, we teamed bright, playful retro visuals with a very warm, modern, slightly cheeky tone of voice. The idea was to be less scary doctor and more caring BFF. Along with the campaign name and identity, we developed a suite of posters, promo materials, workshop templates and high school education tools \u2013 all accessible from a central website.<\/p>\n<p class=\"p1\"><strong>What we like about it<br \/>\n<\/strong>It\u2019s so nice when a client knows their audience. The team at McGrath Foundation understood that preaching and scare tactics wouldn\u2019t be the best way to get through to young women. As a result, we had license to create a campaign that felt inspiring, engaging and most of all, real.<\/p>\n","protected":false},"featured_media":934,"parent":0,"template":"","portfolio_category":[],"portfolio_tag":[],"acf":[],"_links":{"self":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio\/400"}],"collection":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/types\/portfolio"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media\/934"}],"wp:attachment":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media?parent=400"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_category?post=400"},{"taxonomy":"portfolio_tag","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_tag?post=400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}