The ten-year survival rate for Breast Cancer is 92%, when it’s detected by a mammogram. However, 30% of eligible women ignore getting one. This makes mammogram awareness one of the biggest tasks for New Zealand Breast Cancer Foundation, with their objectives to dramatically increase the amount of women getting their annual mammogram.

There’s nothing more annoying online than retargeting banners - view a pair of shoes online, and they’ll follow you everywhere. Luckily, ‘annoying’ was exactly what we wanted to be.

For Breast Cancer awareness month, we created a small lump that appeared in retargeting banners. The lump carried a simple message: “Get rid of me by booking a mammogram.” Some women took notice and booked a mammogram. But many didn’t.

So the lump persisted by following them everywhere online, getting bigger and more aggressive each time they saw it. It appeared throughout their browsers, on Facebook, mobile and even on YouTube.

The only way to get rid of it, was to click and book a mammogram.