Havas Chicago is beating up breast cancer again. Through an installation called Breast Cancer Fight Club, an homage to “Fight Club,” the installation is meant to bring awareness to October, which is Breast Cancer Awareness Month.
This year, the ad agency is once again inviting guests into the Havas’ Chicago lobby at 36 East Grand Ave. but this time they are encouraged to step into a fully functioning boxing ring. Anyone who wants to help fight against breast cancer is welcome to step into the ring and lend a hand. They have also started a GoFundMe page to help. Additionally, with each punch thrown, Havas will donate 25 cents to The Pink Agenda, the non-profit created by breast cancer survivor Giuliana Rancic.
“Breast Cancer Fight Club is aggressive and powerful, just like the disease,” said Madeline Myers, content writer at The Annex, Havas' cultural network dedicated to emerging consumers, who came up with this year’s concept.
“The feeling of fighting back isn't just on the person battling the disease, it's on the support system as well. For me, boxing allows people to actually feel the fight. Right hook, left jab, punch after punch, when you take a stand and get active, the energy you exude energizes others around you. So, it's my hope to spread that vigor with a bold message that began with one single punch," she said.
Previously, Havas Chicago has been committed to October’s installations relating to understanding cancer and cancer detection. Last year, they created #CheckYoSelf and turned the agency’s lobby into a room filled with balloons painted to look like breasts. The aim of the installation was to teach people about the importance, and how-tos, around self-breast exams.
In 2015, the agency created a peep show in the window with 1980s-inspired neon pink lights and mannequins with colored wigs, with facts such as “eight out of nine women diagnosed with breast cancer have no family history” and “Every two minutes a woman is diagnosed with breast cancer” painted on the mannequin’s stomachs.
“It's a reaction the to the passive pink washing of breast cancer awareness. This all started four years ago when I was walking in the city and saw pink on the buildings,” said Jason Peterson, chairman and chief creative officer, Havas Creative, US. “I knew we could do something better. This is not a passive disease and it needs to be met with a complete and utter punch in the face. The level of aggression is purposeful. If you've ever known anyone going through this it's a battle and a fight.”
But these installations aren’t new for Havas Chicago. In addition to the breast cancer awareness ones, last year, the Chicago-based ad agency created #BlackAtWork, an obstacle course around being black in the workplace to make a statement about race and understanding others.