As part of its research on behalf of its client, Dexeus Women’s Health, Spanish PR agency LLORENTE & CUENCA conducted a benchmark study on women who have undergone breast cancer treatment. The study revealed the lack of lingerie options that meet the physical requirements of these women. Rather than simply report these findings, the agency led an effort to fill that market need with a new product, Special Post-Surgery Bras, in partnership with lingerie company Women’secret.
Dexeus Women’s Health led the communication introducing and marketing the bras, focusing on the science-driven approach to solving a real problem its patients encounter. We were particularly impressed by the marketing that focused on actual cancer survivors articulating their frustration with finding bras that would work for them—a reminder that re-entering their lives would be fraught with unexpected complications—and the gratitude they felt for the Special Post-Surgery Bras.
The success of the launch is leading to a swimwear collection and expansion of the product into other regions. We offer our congratulations to LLORENTE & CUENCA’s Gina Rosell, manager; Aina Mauri, consultant; and members of the L&C Health Team for their win in the Best PR Campaign category of PR Daily’s 2014 Digital Awards.