Breast campaign yet? If you’re seeing breasts everywhere … Maybe it’s a sign

AUCKLAND, Today: Breasts on your mind? You might start spotting them everywhere in Aotearoa, thanks to the Breast Cancer Foundation NZ’s clever mammogram reminder campaign by Ogilvy NZ. It’s live now!

The Maybe it’s a sign campaign uses images of objects that look like breasts across social media and the country, urging women to book a mammogram. It’s a gentle nudge to keep mammograms top of mind.

Ogilvy NZ ECD Kristal Knight shares, “Mammograms can seem scary and uncomfortable, which makes them easy to avoid thinking about.

“This campaign helps make an uncomfortable topic more comfortable with a light-hearted way to get breasts on everyone’s minds. Next time you look at your fruit bowl, you might just wonder if the limes are dropping a hint to book your mammogram.”

“Mammograms can seem scary and uncomfortable, which makes them easy to avoid thinking about.”

BCFNZ chief executive Ah-Leen Rayner notes a significant drop in mammogram appointments since Covid hit, with numbers still recovering. “A lot of women couldn’t get their mammograms when the screening programme was paused during lockdowns, and we know mammograms also became less of a priority when there were more pressing health concerns.

“But with nine New Zealand women being told they have breast cancer each day on average, it’s critical that females get their mammograms so they have they best chance of an early diagnosis–because it could well save their life.”

The campaign kicked off its social push today, with outdoor elements rolling out in December.

CREDITS

Creative and Strategy: Ogilvy
Media: Spark Foundry
Photographers: Michelle Hyslop, Charlotte Delaporte