🫂Novartis Pop-Up: Real Moments, Real Impact

Most real National Breast Cancer Awareness Month activation I’ve ever seen, by Novartis during the Hello Sunshine Event. It felt as real as people, just as we love at CROING l Creative Agency ❤️

The focus was on showing your boobs, celebrating them, and speaking up about it with others. The message about getting your exams done remains, but the way they approached it, from the red carpet–style photo moments to encouraging people to show their boobs, felt natural, human, and genuinely useful.

It’s inspired by a very human insight: how people who experience illness talk about it as part of their everyday lives. They share it openly, in the middle of conversations about other things, laugh along the way, and don’t let the illness define every moment. I hadn’t seen that angle explored before, since most activations tend to emphasize the heaviness, worry, and urgency, which can leave people feeling scared.

This proves there’s definitely room for creativity in pharma, and that we need to revisit the real insights about people! Congrats Novartis 👏Victor Bultó Monica Watson Laurie Hekmat Lila Branigan Riemer Piper Dolan Maria (Spinola) Spaulding Sam Griggs Tracie Romanak Marissa M. Brock Fiona Phillips