Ignoring their breast health is something many women do. And if there is a lump hiding in their breast, ignoring it just leaves it to get bigger and bigger, as well as more aggressive.

We decided to demonstrate this by creating an annoying lump that followed women around the internet, getting bigger and more aggressive when they ignored it.

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.

Our click through rate for a simple banner campaign was fourteen times higher than industry standards. This year more women booked a mammogram than ever before, and October 2016 became New Zealand Breast Cancer Foundation’s most successful mammogram drive ever.