‘Maybe it’s a Sign’ Mammogram Campaign Visually Delivers its Important Message

“Having an easily shared, easily recognisable and always on campaign that continues the behaviour change message year-round is vital, and we’re hopeful this approach will see appointments rise.”

The Breast Cancer Foundation NZ (BCFNZ) has launched a new mammogram awareness campaign, developed by Ogilvy NZ, that aims to create an always-on reminder. Seeing breasts everywhere?  Maybe it’s a sign.

Live now, the  campaign has deployed images of breast-like objects across Aotearoa and on social with a simple call to action; Book your mammogram.

“Mammograms can seem scary and uncomfortable, which makes them easy to avoid thinking about. This campaign helps make an uncomfortable topic more comfortable with a light-hearted way to get breasts on everyone’s minds,” said Ogilvy NZ ECD Kristal Knight.


 

“And once you’ve seen it, you can’t unsee it. Which effectively extends our media reach to every breast-like object you come across, turning the world into an always on reminder campaign. Next time you look at your fruit bowl, you might just wonder if the limes are dropping a hint to book your mammogram.”

BCFNZ chief executive, Ah-Leen Rayner said since the arrival of Covid, the number of women having their mammograms dramatically declined and participation numbers still have not fully recovered.

“A lot of women couldn’t get their mammograms when the screening programme was paused during lockdowns, and we know mammograms also became less of a priority when there were more pressing health concerns.”


 

“But with nine New Zealand women being told they have breast cancer each day on average, it’s critical that females get their mammograms so they have they best chance of an early diagnosis – because it could well save their life. Having an easily shared, easily recognisable and always on campaign that continues the behaviour change message year-round is vital, and we’re hopeful this approach will see appointments rise.”


Credits

Creative and Strategy – Ogilvy
Media – Spark Foundry
Photographers – Michelle Hyslop, Charlotte Delaporte

 

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