Ogilvy NZ’s simple yet visually striking campaign to encourage women to get mammograms not only sticks in the mind, but uses nature and everyday objects as medium to drum home the message.
When Breast Cancer Foundation tapped their creative agency Ogilvy to come up with ideas on how to remind women to get breast check ups, few would have thought they’d come back with images of a pair of limes, fried eggs and washing machines, side by side.
But that is exactly the premise of ‘The Signs Are Everywhere’, which uses breast-like objects across New Zealand to remind women to ‘book your mammogram’.
Since Covid, the number of women booking mammograms across the Tasman has been nosedived, in spite of lockdown restrictions lifting.
Nine women in New Zealand are diagnosed with the disease each day, motivating Breast Cancer Foundation NZ to take action.
“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,” Breast Cancer Foundation NZ chief executive Ah-Leen Rayner said.
“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 ‘always on’ campaign rolled out with a hero video, and was activated across out of home and social media.
“This campaign helps make an uncomfortable topic more comfortable with a light-hearted way to get breasts on everyone’s minds. And once you’ve seen it, you can’t unsee it,” Ogilvy NZ ECD Kristal Knight explained.
“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.”
Sometimes the best creative ideas are literally staring you in the face. B&T loved the simplicity of concept messaging – associating everyday objects with breasts, and ’oh by the way, have you had them checked?’.
Honourable mention: B&T also enjoyed Pure Blonde’s ‘From A Place Purer Than Yours’ by The Monkeys.
