Breast cancer is one of the top killers in the nation. But with early detection through mammograms, women can increase their chances of survival. Yet many fear going for a mammogram, which feels like a cold and clinical experience. Furthermore, they fear that the detection of any tumour would mean a death sentence. Our objective was to get them to see things from a positive perspective – that mammograms could save their lives and be the start of a hopeful journey towards recovery.

We decided to use the transformative power of art to change perspectives. Cancer survivors were invited to share the first mammograms that detected breast cancer and saved their lives. We then artistically reinterpreted these sombre black-and-white negatives as gradated personalised art prints, showcasing the hopeful side of mammograms.

These prints were then exhibited as art, alongside the survivors’ stories, convincing women to be proactive about early detection.

The campaign targeted women who are 40 and above.

Our strategy was to get them to rethink their fear of mammogram screening, through a campaign that reframes that negative perception into a hopeful one. We chose to front the campaign with imagery that reminds them of their fear – a mammogram scan – but with a visual twist.

Our approach was to draw them in through the stopping power of art with an exhibition. Beyond the activation event, we ensured that they wouldn't miss the entire story. Bold outdoor work drew them to the campaign, while videos told the survivors' powerful personal stories. A social component gave the audience a chance to participate, ensuring that the conversation about breast cancer awareness kept going.

The campaign took about 4 months to prepare, starting from our candidate search which took at least a month. Shortlisted breast cancer survivors were invited to share the first scans that detected the tumours and saved their lives. These were then turned into digital art prints, created based on the survivors' favourite hues.

We showcased these as an art exhibition experience at a high-traffic shopping mall. Visitors were drawn in to the art on display, which led them to the stories of each breast cancer survivor. Scanning QR codes brought visitors to video interviews of the cancer survivors behind each piece of art. Limited edition merchandise designed with the mammogram art completed the gallery-like experience, helping to spread the campaign message beyond the event.

Media Reach: > 4.5 million (> 80% of population)

Impressions: > 10.06 million

Earned Media Value: > $237K

These results were achieved across the exhibition, print, outdoor, and social media.