Because breast cancer symptoms can be quite off-putting, we relied heavily on digital software to strike a balance between creating visually appealing designs and accurately depicting the symptoms of this disease. Utilizing advanced 3D techniques, we meticulously crafted each letter, allowing for the integration of vibrant colors, textures, and animations.

As a result of this approach, The 26 Signs are highly versatile for various digital platforms, including social media platforms like Instagram, a mobile-first website, and a nationwide DOOH campaign. Notably, our attention to detail and striking design elements garnered attention across all mediums.

In the Netherlands, one in seven women will receive a breast cancer diagnosis at some point in their lives. While many are aware of someone affected by the disease, fewer know that 20-25% of patients are under 50 years old. Unfortunately, this percentage is increasing due to modern lifestyles.

Meanwhile, individuals under 50 in the Netherlands are not included in the government's breast cancer screening programs. Since breast cancer may not be top of mind for young adults, diagnoses often occur at later stages, complicating treatment. It's crucial for young adults to be aware of potential signs and symptoms. Early detection saves lives!

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.

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.