Over the years, Breast Cancer Foundation Singapore has targeted women above 30 in messages encouraging breast self-checks.

However, we discovered their biggest concern is in the rising number of young women getting diagnosed. Though the local health board was keen to continue raising awareness with older women, the Foundation was concerned that not enough was being done to educate girls who are coming of age.

Early detection is key to preventing breast cancer, but mammograms are a health risk for women aged 40 and under. Therefore it is imperative for young women to adopt breast self-exams early in life—and make it a regular habit as they grow older. Challenged by a next-to-nothing creative budget, this campaign was created with the belief that breast cancer education should begin as early as possible.

To give the posters greater visual impact across print mediums and outdoor touch points like events, bars, driving schools and smoking areas, our posters had to cut through the clutter of its surroundings. As such, we opted for a dramatically reductive approach - making bold, striking colour choices that injected a freshness into the the artwork. To clearly communicate the objective of each poster, we kept the imagery as minimalist as possible, letting the witty and memorable visual metaphors draw the eye.