ASHLYNN SUM
BREAST CANCER AWARENESS MONTH 2013
‘THERE'S NO EXCUSE NOT TO SCREEN’
2013
Through-the-line campaign: Experiential, TV, Outdoor, Print, Point-of-Sale
The number of women aged 50 to 69 who go for their mammogram is steadily decreasing. When asked, they come up with all sorts of excuses not to get screened (e.g.: “No time”, “ I feel healthy anyway”). And women KNOW how silly these excuses are. The client had a clear objective: increase the number of mammograms done from 8,430 to 10,000 (see results below).
To get women to stop their excuses, we got them to face up to them and actively destroy them in a cathartic and affirmative way. Using the addictive nature of bubblewrap, we filled each bubble with an excuse and invited women to pop the excuses. Instinctively, women would keep popping more bubbles/excuses on the wall, symbolically getting rid of all their excuses.
This creative solution was a refreshing change from the typical cancer campaigns that are predominantly fear-based.
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Our interactive bubblewall got everyone’s attention immediately. It was featured in all major local television news programs and made “getting rid of excuses” the main talking point of the breast cancer awareness campaign for 2013 in Singapore.
This experiential wall was the start of the campaign, which was supported by TV (probono), press ads, outdoor posters and point-of-sale leaflets.
