Definium's Weblog

Breasts and Cancer: Ads too sexy?

definium — Wed, 30 Sep 2009 19:16:51 +0000

Breasts and Cancer: Ads too sexy

-Trevor Lee

http://edition.cnn.com/video/#/video/health/2009/09/24/cho.save.boobs.cnn?iref=videosearch

Check out this ad (ink above) for a non-profit organization, Rethink Breast Cancer. Critics say the ad, created by Canadian MTV host Aliya-Jasmine Sovani, goes too far to get its point. Too much boobie, they argue. I don’t think that’s the problem though. I think the question is: What is it’s point? What is the message? Apparently it’s to raise awareness and educate men about breast cancer. So Sovani’s solution? Lets focus on her chest!

Does her ad show off her assets? Yes. Will it raise awareness of breast cancer to men? Probably. Unfortunately, men do constitute approximately half of the population. So, more importantly, which male segment is she really trying to communicate to? Teenage boys? College students? Typical males who want to check women’s breasts for lumps?

Sovani (or who ever else was involved in this creative) might want to rethink the message being communicated here. We can agree that everyone should be aware of the symptoms of breast cancer, and all it’s horrid effects, but an ad like this is questionable and is it really achieving any objectives?

Donations of time, money, and effort to independently educate themselves about breast cancer, I would argue, aren’t coming from the people she’s targeted with this strategy.

However, she get’s an A for effort and a D for, well, her boobs.

- Trevor Lee

The newest contributor to the Definium Design Group blog is Trevor Lee.

Trevor, a brand strategist and planner, believes a brand is the most important asset a company must manage to create a sustainable competitive advantage. To him, almost everything else falls under the brand umbrella.

He currently calls ‘The Big Smoke’ home, but before arriving in London, England, he spent several years at The Beat 94.5 in Vancouver, Canada, where he implemented promotional campaigns for the station and for clients like McDonald’s, Rogers Wireless, Mazda, and Vancity Credit Union.

Trevor holds an M.Sc. in Strategic Marketing from Cranfield School of Management, and a B.A. from the University of Waterloo.

www.definium.ca

Definium and Pride Celebrate 2009 Pride Parade

definium — Tue, 18 Aug 2009 02:15:48 +0000

Over the BC Day long weekend, Definium Design is proud to “Educate, Liberate and Celebrate” with one of our longtime clients, Vancouver Pride Society (VPS), while they host Vancouver’s largest yearly event, Pride Parade 2009.

We have been involved and working closely with the VPS to develop and design the graphics and identity system for their 2008 – 2011 season, a relationship and a client we are thrilled to work with over the years. Stay tuned over the next two years as Definium Design and Vancouver Pride Society reveal the graphics for VPS’s “Educate, Liberate, Celebrate” campaign.

“Educate, Liberate, Celebrate”

Right on w/Gotham and Pride!

definium — Fri, 24 Jul 2009 01:42:36 +0000

IDSN’s design blog is hot on Hoefler & Frere-Jones’ Gotham!

Spotted in many campaigns world wide from Obama’s Presidential Campaign, Nike, Saturday Night Live, and Coca-Cola, Definium Design found it an appropriate use for 2009′s Vancouver Pride Society’s campaign: Educate, Liberate, Celebrate.

Definium does Dragon Pedicab

definium — Fri, 24 Jul 2009 01:19:44 +0000

If you’ve seen them around Vancouver’s Downtown streets picking up tourists during the day or delivering party goers at night, Dragon Pedicab Adventures will take you on a relaxing city ride. Definium Design is proud to work closely with the Vancouver Chinatown Business Improvement Association on another project, this time on the design of the identity of Dragon Pedicab Adventures, tailored to indulge passengers on a modern day rickshaw tour through Vancouver’s heritage rich neighbourhoods, Coal Harbour, Downtown Vancouver, Gastown, and Chinatown.

www.definium.ca

Michael Jackson, 1958-2009

definium — Sat, 27 Jun 2009 22:08:18 +0000

Vancouver Chinatown Festival 2009 – YTS Design revealed

definium — Wed, 27 May 2009 21:13:52 +0000

Call out for applications officially started today for the Annual Vancouver Chinatown Festival – Youth Talent Showdown 2009. This will be the debut year for a special YTS,Dance Edition. So If you’re a dancer, solo or a group, old skool, new skool, and between the ages of 15 to 35, call the VCBIA to register and get ready to kick it!

Working closely with the Vancouver Chinatown BIA, this year’s design will mark our fourth consecutive design in helping this summer event a smash.

Larger version View.

Youth Talent Showdown Website

Definium Launches The Cellar

definium — Fri, 22 May 2009 23:08:53 +0000

cellarvan.com

Its cool, its hip, its causal its fun!
Walk into The Cellar on Wednesday night and discover something different from the week before. Tumble in on Thursday, which is just as fun as a Friday or Saturday. The hip crowd, t-shirt crowd and beatnik crowd can party together to hip-hop, rock or mix-mash. In short The Cellar is full of unexpected surprises.

www.definium.ca

Happy April Fools

definium — Wed, 01 Apr 2009 19:34:59 +0000

Definium Design would like to wish everyone a Happy April Fools’ Day

www.definium.ca

Chris and Kevin’s interview on Extrawest

definium — Tue, 24 Mar 2009 03:29:54 +0000

www.xtra.ca/public/Vancouver/Vancouver_Pride_Society_unveils_new_theme-6480.aspx

http://definium.wordpress.com/2009/03/23/educate-liberate-celebrate-with-vancouver-pride-society/

www.definium.ca

Educate, Liberate, Celebrate with Vancouver Pride Society

definium — Tue, 24 Mar 2009 03:13:37 +0000

On Friday March 20, Definium Design was proud to be a part of Vancouver Pride Society’s (VPS) Spring into Pride media launch at Vancouver’s Edgewater Casino. The event was to announce Pride’s new three year theme: Educate, Celebrate and Liberate, and to publish their new theme logo which our studio has helped them develop.

As the VPS push into their 30′s, Educate, Liberate and Celebrate is a concept created by the Vancouver Pride Society as a homage to the past, present and future. The VPS and many Pride’s alike did not get to where we are today easily. The GLBT movement has spawned many years. By mobilizing events, talking to individuals and inspiring communities, the VPS is an organization whom at its core is a community educator. Liberating is the GLBT community’s perpetual challenge. Liberating themselves, individuals, communities and the wolrd from discrimination and unequal treatment to all. Celebrate is what the VPS is known for. Parties, loud music, dancing and smiles that memorializes the past while paying tribute to the future and current milestones.

Working with the VPS is always a treat. We hope to personify the things that had long standing value while being a point of remembrance. With a text that resembles a flag standing proud and a mark that has nostalgic point of three decades of reference, we hope newer GLBT generations and current ones can find a point of reference for Pride while they continue the fight from the past, be active in their present and never loosing hope for days ahead.
Educate, Liberate, Celebrate