Even though women know that mammograms are effective in detecting breast cancer, they still come up with all sorts of excuses to avoid going for one.

To make women face up to these excuses, we leveraged the addictive nature of bubble-wrap to grab their attention.

Thousands of typical excuses were individually encapsulated under a massive wall of bubble-wrap. When this was revealed to the public, women were drawn forward to instinctively pop the excuses – destroying each and every one of them in a cathartic and affirmative manner.

The excuse wall soon became the major talking point of Singapore’s Breast Cancer Awareness Month in 2013. And the success of the high visibility campaign was affirmed by a record 16,500 mammogram appointments made within two months ¬– double the number of mammograms done in the whole of 2012.

Our interactive bubblewall got everyone’s attention immediately. Women responded positively and spent a considerable amount of time interacting with the wall. It was featured in all major local television news programs and made “getting rid of excuses” the main talking point of the breast cancer awareness campaign for 2013 in Singapore.

A total of 61,864 excuses were popped, but best of all, a record 16,500 mammogram appointments were made within just two months of the campaign launch – that’s double the number of mammograms done in the whole of 2012.