Since 1995, our client NorthShore University HealthSystem has partnered with national fashion retailer Nordstrom to provide access to mammograms at one of Chicago’s leading shopping malls. The Nordstrom store in the Westfield Old Orchard mall is home to a NorthShore mammogram screening location, offering a convenient spot for screenings—women can schedule same-day appointments while they’re visiting the mall. This makes screenings more accessible, aiding in prevention and early detection, keys to helping stop this deadly disease that affects millions of women.
Celebrate Health 2015. NorthShore wanted to celebrate this partnership and promote women’s health during Breast Cancer Awareness Month in an amplified way. So we created a month-long event celebrating women’s health right in the middle of the mall.
Working with our partners—independent media agency Kelly Scott Madison, interior design firm Luft Studio and street level marketing vendor MassiveMedia—we took over the Cube, a large glass-walled space often used for product launches and pop-up shops. Together, we created an open, inviting space to connect with women and their families, promoting breast health and encouraging annual screenings.
The month-long experience at the Cube included events such as healthy cooking demos, makeovers, yoga sessions, tea parties and plenty of kid-friendly programs to encourage family participation. NorthShore medical professionals performed 500 free health screenings onsite. Installations, infographics and printed materials helped women and their families learn more about breast cancer prevention and treatment.
Thousands of mothers, daughters, sisters, BFFs, husbands, sons and brothers celebrated with NorthShore. Visitors were also invited to share stories—of survivors, loved ones remembered and moments of triumph. Over 1,200 stories and personal notes were posted on paper butterflies in the Cube.
We took the celebration to social media too. Our hashtag #nsbutterfly lit up Twitter, reaching more than 422,000 people, as well as Facebook, with more than 7,500 likes.
Best of all, we actively engaged visitors, getting them thinking about breast health and health in general. To us, that’s a great reason to celebrate.