The National Breast Cancer Centre is a non-profit Australian Government organization providing information about Breast Cancer. Their main task was to make women breast aware as early detection assists survival. Strategy:Breast cancer is a frightening issue making most woman distance themselvesfrom traditional breast cancer awareness messages. Our strategy was tocreate a charming and nostalgic ad that drew women in with a smile ratherthan scaring them away. The ad was art directed to be reminiscent of the late 60s, the time when the breast cancer at risk group (40-60 yo women), were young girls themselves.