Breast Cancer Foundation, Ogilvy NZ campaign says mammograms are for everyone

This October for Breast Cancer Awareness month the Breast Cancer Foundation (BCFNZ) has teamed up with Ogilvy NZ on a new campaign urging everyone to encourage wāhine to book a mammogram.

Going live over the weekend, the campaign was created by Ogilvy NZ in collaboration with Loser Kid and directed by Lizzie Bailey. It is running on TV, radio and social channels and features some of the celebrated weavers of Ngāti Whātua Ōrākei.

With more than 650 women dying of breast cancer every year in Aotearoa, Ogilvy NZ executive creative director, Kristal Knight, says mammograms are the best way to pick up breast cancer early.

“If it’s detected early enough, it’s a survivable disease. But the number of Kiwi women getting them has dropped over the last few years, not least of all because of the disruptions of Covid-19. The focus of the Breast Cancer Foundation’s campaign this year is all about getting our wāhine back into that life-saving screening programme. 

“When you think of what a fundamental role the women we love play in our lives, you realise that we actually all need mammograms to help keep these women in our lives.”

Ogilvy NZ group creative director, Nina East, agrees saying women play an important role in our communities and families. 

“We rely on them for so much. Yet too many of Aotearoa’s women are not putting themselves, or their health, first. That’s why this October, we’re recruiting the sons, daughters, nephews, sisters, husbands, and friends of our wāhine – to urge the women they love to book a mammogram.”

BCFNZ chief executive, Ah-Leen Rayner, says early detection is the best protection against breast cancer.

“Mammograms save lives and are free for women aged 45 to 69, yet not enough people are accessing them. Our Breast Cancer Awareness Campaign sets out to tackle this head-on by focusing on something all women have in common: friends and whānau who love them.

“We’re very pleased with the new direction Ogilvy has taken. By really pushing the education and advocacy message, we should get those mammogram bookings soaring.”

Breast Cancer Foundation October 2022 Campaign 

Credits List 

Client – Breast Cancer Foundation NZ 

Ah-Leen Rayner – Chief Executive 

Jacquie Jardine – Digital Marketing Manager 

Nicky Sinclair-Perkins – Head of Fundraising 

Pui-Yi Cheng – PR & Communications Manager 

Irene Lee – Graphic Designer 

Agency – Ogilvy in New Zealand

Kristal Knight – Executive Creative Director 

Nina East – Group Creative Director        

Diana Winter – Senior Art Director 

Anzac Tasker – Group Cultural Director 

Nick Salter – Head of Strategy 

Paul Kennedy – Agency Producer 

Jo McDonald – Group Business Director 

Ravina Raju – Account Director 

Scarlett Sneddon – Account Manager 

Iain Wood – Retoucher 

Production Company – LoserKid 

Lizzy Bailey – Director  

Benn Jae – Executive Producer 

Namiko Shibata – Producer 

Stephen Wells – Stills Photography 

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