Rethink Breast Cancer Savvy New Campaign Designed To Educate And Engage Teens In Breast Health

Rethink Breast Cancer and Sid Lee are *busting* myths and misconceptions in a savvy new campaign designed to educate
and engage teens in breast health.

Today, Rethink Breast Cancer, the young women’s breast cancer movement, launches #8008135, a socially-driven breast health campaign developed alongside creative agency Sid Lee to educate young adults across the globe about breast health.

We live in a hyper breast cancer aware world where teens are bombarded with information and misinformation about breast health and cancer. Although they’re “aware” of the disease and likely know someone personally affected, they don’t know many of the facts for themselves. Results from a survey of 800+ teens across Canada and the United States, commissioned by Rethink from AskingCanadians, showed that youth overestimate their risk of breast cancer and do not know the truth around the disease.

It’s important to share the evidence-based facts and keep complicated information from being misinterpreted and spread as frightening rumours. The charity has responded to the need to address a prevalent cancer fear and lack of savvy breast health education in teen life today with the launch of #8008135.

#8008135 (aka BOOBIES spelled out on a calculator) is a modern spin on a retro “hotline” developed by agency partner Sid Lee. The program revolves around the first ever breast health bot built to bust breast cancer myths and answer questions.

“#8008135 is an important, youthful voice to add to the breast cancer movement,” says MJ DeCoteau, Founder + Executive Director of Rethink Breast Cancer. “As a mother of a teen girl myself, I think it’s important we are properly educating our youth on the importance of breast health and the realities of breast cancer, without turning to a narrative of fear.”

#8008135 includes:

  • The Hotline: This first ever breast health “hotline,” imagined by Sid Lee and developed by TWG for Facebook Messenger, will answer teens questions about breast health, risk, and cancer. Providing a fun, accessible, and less intimidating platform for teens to get information and ask questions, the bot will be programmed to debunk myths by providing the actual facts in an entertaining and interactive format. Start chatting HERE
  • H&M x Rethink #8008135 T-Shirt Collection: To support this education campaign, H&M has produced five stylish t-shirts designed by Sid Lee. The limited-edition collection will be available at select H&M stores nationwide starting September 28, giving wearers a stylish way to fundraise for the cause. 100% of the proceeds from the t-shirts will go directly to Rethink Breast Cancer. Get a sneak peek at the collection HERE.
  • Launch Video: A PSA buzz video was produced to stimulate conversation and drive to the #8008135 chatbot. Featuring influential young actresses Peyton List(Bunk’d) and Maeve Tomalty (Henry Danger), DJ Mia Carruci, and Youtube star Meghan Hughes, the video, created by Sid Lee and produced by Scarlett Street Creative Agency, depicts a hilarious game of broken telephone between friends in a sunny Cali setting. Watch the video HERE.
  • #8008135 Phone Booth: Experiential ‘80s telephone booths will pop up at youth-centred events and festivals around the GTA this fall, including dX EDIT and Buffer Festival, to connect teens to the campaign. The interactive telephone booths were designed by Sid Lee and created in partnership with ASTOUND Group.
  • Artwork: A series of one-of-a-kind illustrations commissioned by Sid Lee have been produced by international artists to bring the hotline concept to life in a visually engaging way. The collection includes original works on the #8008135 retro hotline theme by talented artists Yoko HondoMaddison Van Ryn, and Chloe Bennett and more!

The teenage years are the perfect time to start creating healthy habits that can positively impact their lives for years to come, so let’s start talking to them now.

#8008135 was developed by Sid Lee for Rethink Breast Cancer with lead sponsor H&M Canada. In kind support was donated by ASTOUND GroupTWGScarlett Street Creative AgencyRight Sleeve, and Media Experts.

For more information about #8008135,visit