Breast cancer isn't top of mind for people under 50, even though 25% of cases affect this group. Furthermore, young adults are not aware that there are more symptoms and factors than the infamous lump. Most existing initiatives neglect the other – more visible – symptoms that are related to early stages of the disease.

Young adults must recognize early signs for timely intervention. This can save lives because with an early-stage diagnosis, there are better options for treatment and higher chances the treatment will work.

Alexander Monro Hospital, the first ever hospital specialized in breast cancer, asked us to use our creativity to reach young adults and educate them about the various signs to look out for.

With a small budget, we had to make sure we were seen and talked about in spaces where young adults spend their time: their social media feeds, media, and daily outdoor routines.

While the lump is common knowledge in breast cancer, there is a broader range of symptoms and factors to consider. Introducing: ‘The 26 Signs’, a specially designed alphabet where every letter visually represents a symptom or factor of breast cancer. Emphasizing the need to not only feel but look at our breasts as well. 

Its striking design makes ‘The 26 Signs’ a powerful tool to turn heads and keep people engaged. Through the power of the ABC, with Mnemonics like the ‘D for Dent’ and ‘I for Inverted’, it is an accessible resource for young adults to familiarize themselves with the signs and stay top of mind.

To understand how we could add value to the cancer space we looked for conventions that needed to be broken. After speaking to doctors and patients, from the Alexander Monro hospital two significant opportunities emerged:

> Most existing campaigns highlight the well-known lump, neglecting other – more visible - symptoms and factors that are related to the early stages of the disease.

> Existing campaigns don’t resonate with a younger audience due to partnerships with older celebrities in traditional media.

‘The 26 Signs’ is our disruptive approach to captivate young adults with the fact that there are various symptoms to look for. We partnered up with people and publishers in the ecosystem of young adults to spark conversations about breast cancer with a powerful call to action: ‘Know your breasts’.

Through extensive research and collaboration with medical professionals, the various textures, shapes, and colors were translated into typography. Since breast cancer symptoms can be off-putting to look at, we struck a balance between form and function. Our 3D approach offered opportunities to incorporate animations, resulting in an accurate portrayal of the symptoms, without losing its visual appeal. With its vibrant color palette and quirky breast letters, it invites engagement with a serious topic in an approachable manner.

The signs formed the cornerstone of our integrated campaign, launched during Breast Cancer Awareness month. A poignant photo and film featured 26 patients, former patients, and their loved ones holding these signs.

We transformed these letters into an interactive guide, complete with descriptions, a knowledge assessment test, and video testimonials from real patients and doctors. Educational posters, reminiscent of vintage educational layouts, were distributed to 600 Dutch GPs.

Our campaign extended to a national DOOH campaign, with animated letters displayed on highway billboards, in shops, and across city streets. Tailored to young adults, our campaign reached various media channels, including magazines, online platforms, social media, and radio.

Our objective was to generate awareness for the symptoms and factors of breast cancer among young adults. Generating over 34 million impressions, we can confidently say we succeeded in making our mark.

In a month when the media is overwhelmed with breast cancer stories, our campaign resonated with editors, influencers, media buyers, publishers, and GPs.

Interview requests poured in. Our campaign was mentioned in pretty much every major media outlet for young adults: magazines, online platforms, social media, and radio.

Over 600 GPs embraced the campaign, displaying the posters in their practices. We received requests to translate The 26 signs to 7 more languages.

Additionally, our call for additional media space donations received an overwhelming response, enabling broader distribution of campaign assets across various formats, from social content to shop banners and OOH.

During Breast Cancer Awareness Month, the alphabet was everywhere: where young adults scroll, stream, shop, and commute.