Havas Chicago is fighting against breast cancer – literally – with its Breast Cancer Fight Club (BCFC) during the month of October. Havas Chicago say; “We believe the most powerful weapon against breast cancer is a strong pair of hands (prevention starts with self-examinations). Your hands can help detect cancer and so we’re asking people to use them to fight against it.
This year, guests are encouraged to step into a fully functioning boxing ring in Havas’ Chicago lobby (36 East Grand Avenue). Anyone who wants to help fight against breast cancer is welcome to step into the ring and lend a hand. And by hand, we mean a right uppercut, or left jab. For those outside the city, we’ve started a GoFundMe page.”
For each punch thrown, Havas will donate 25 cents to The Pink Agenda – a 501c3 committed to making breast cancer, history. Leveraging Hysko technology, iPads are mounted on the wall and are counting each punch.
Madeline Myers, Content Writer at The Annex, Havas’ cultural network dedicated to emerging consumers: “My best friend’s mother is a wellness warrior. Pilates, yoga, hiking, clean eating; the healthy lifestyle she embodied for herself and her family has always been an inspiration to me. In 2013, my friend was diagnosed with thyroid cancer and her mother with breast cancer. When doctors say it can happen to anyone, they’re right.
Just because breast cancer happens to one individual, does not mean others aren’t affected. This installation is meant to get people involved, bring individuals from all walks of life together to fight on the same team against something many of us could not fathom fighting alone. If we can physically come together, channel the power of positivity and put our fists up to punch as a community, that single hit will have the force to knock breast cancer on its ass and hopefully inspire the rest of the world to join us and carry on the fight.”
She continues: “Breast Cancer Fight Club is aggressive and powerful, just like the disease. 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.”
Jason Peterson, chairman & chief creative officer, Havas Creative, U.S.: “It’s a reaction the to the passive pink washing of breast cancer awareness. This all started 4 years ago when I was walking in the city and saw pink on the buildings. 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. ”
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