BCF Singapore wanted to encourage women, especially the younger ones, to go for regular breast screening as the first line of defence against breast cancer. Based on insight that women are fixated with life’s trivial matters, like pimples or bad hair days, the idea of ‘Are you obsessed with the right things’ was born. Delivered in the provocative form of body art, the campaign broke new grounds in social buzz and earned media in local and international press. It became the de facto breast cancer prevention campaign and made women, young and old, think twice about things that trulymatter.