10th Oct 2013
Breast Cancer Awareness Month 2013
Approximately 1,600 women are diagnosed with Breast Cancer in Singapore every year. Yet the number of women (aged 50 and above) that go for a mammogram have declined over the years. These women cited having no time, the fear of pain or not wanting to think about the consequences, as excuses not to go for a mammogram.
Singapore Cancer Society needed a strong message to encourage women to get rid of these excuses and go for a mammogram. To address this issue, Leo Burnett Singapore created an integrated campaign that ran during the Breast Cancer Awareness Month around getting rid of these excuses.
Kicking off with a teaser campaign, the agency roped in renowned Australian swimwear retailer SeaFolly to get women to start thinking about screening for Breast Cancer. Just as every piece of clothing comes with a clothes tag, inside each SeaFolly bag was a care tag that reminded women to book their mammogram.
In October, the full-fledged campaign swept through Singapore. A 30-second television commercial featured real-life breast cancer survivors and their friends actively destroying their excuses. The idea was carried through in an attention-grabbing, oversized bubble-wrapped wall containing ‘excuses’ in each bubble that invited people to ‘pop’ each excuse. The act of ‘popping’ the bubble (excuse) on the wall is an affirmative, cathartic and powerful way for women to get rid of their excuses and go for that mammogram. Supported by press and take-home materials, this campaign reminds women of how the benefits of a mammogram outweigh the silly excuses given and take action to protect themselves against Breast Cancer.
By the end of the Breast Cancer Awareness Month in October, it was evident that the campaign struck a chord with women. While last year registered a total of 8,430 mammograms, the total number of mammogram appointments booked at NHDG-SingHealth Polyclinics, restructured hospitals as well as participating private hospitals and independent screening centers just between October to December 2013 alone, increased to 16,500.