Seven kiwi women are diagnosed with breast cancer every day. These are our mothers, aunties, daughters, wives and friends. These are our women.
In 2008, Helena McAlpine was one of them. Tragically, Helena didn’t catch her breast cancer in time. To ensure that other kiwi women didn’t suffer the same fate, Helena partnered with the NZBCF and Colenso BBDO to create a special message for all New Zealand women to hear.
This message came in the form of a song; Chris Knox’s ‘Not Given Lightly’, with Sean Donnelly (SJD) arranging and producing the track. From there some of the greatest names in modern New Zealand music agreed to sing; Alisa Xayalith, Brooke Fraser, Tim Finn, Julia Deans, Chris Knox, Martin Phillipps, The Topp Twins, Don McGlashan, Warren Maxwell, Hinewehi Mohi, Princess Chelsea, Jon Toogood, Jackie Clarke, Peter Urlich, Hollie Smith and Boh Runga.
With the song recorded, acclaimed New Zealand filmmaker, Toa Fraser agreed to direct the video. Against the backdrop of Derek Henderson’s breathtaking images, New Zealanders from all walks of life - including some more well know faces such as Sam Neill, Graham & Raewyn Henry, Dick Frizzell, Judy Bailey, Jay Reeve & Anna Fitzpatrick, Sonia Grey, Sera Lilly, Stacey Morrison, Shavaughn Ruakere & Clarke Gayford - were filmed holding pictures of the women they love.
View the video below:
“We’ve been blown away by the generosity of those who took the time to perform the song or appear in the video,” said Evangelia (Van) Henderson, CEO of The New Zealand Breast Cancer Foundation. “I believe that thanks to their efforts, we stand a good chance of reaching every woman in New Zealand with the message about reducing their risk of dying from breast cancer.”
The love song and music video complete, it is time to share it with our women. With the modest goal of having every woman in New Zealand hear our message, we set up a virtual chain letter where every New Zealander could visit ourwomen.co.nz
to pass on this epic message of love and hope to the women in their lives.
These are our women. So help us spread the word. Taking part could save the life of someone you love.
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Digital Creative Director: Dan Wright
Art Director: Anna Stickley
Copywriter: Ben Polkinghorne
Agency Producers: Jen Storey / Megan Robertson / James McMullan
Account Team: Tim Ellis / Eileen Cosgrove-Moloney
Production Company: 8com
Director: Toa Fraser
Producers: Katie Millington / Lucy Pilkington
Music – Artist/Title: Chris Knox – Not Given Lightly
Music Publisher: Mushroom Music – Paul McLaney
Music Producer: Sean Donnelly
Executive Music Producer: Jonathan Hughes – Franklin Rd
Images: Derek Henderson c/o Melanie Roger Gallery