Leo Burnett Singapore says there's no excuses this Breast Cancer Awareness Month

BCSTV.jpgCase Study: Approximately 1,600 women are diagnosed with Breast Cancer in Singapore every year. Yet the number of women (aged 50 and above) that go for a mammogram have declined over the years. These women cited having no time, the fear of pain or not wanting to think about the consequences, as excuses not to go for a mammogram. Singapore Cancer Society needed a strong message to encourage women to get rid of these excuses and go for a mammogram.

To address this issue, Leo Burnett Singapore created an integrated campaign that ran during the Breast Cancer Awareness Month around getting rid of these excuses.

Kicking off with a teaser campaign, the agency roped in renowned Australian swimwear retailer SeaFolly to get women to start thinking about screening for Breast Cancer. Just as every piece of clothing comes with a clothes tag, inside each SeaFolly bag was a care tag that reminded women to book their mammogram.

BCS OOH.jpgBCS pressing.jpgBCS Bubble_zoom.jpgIn October, the full-fledged campaign swept through Singapore. A 30-second television commercial featured real-life breast cancer survivors and their friends actively destroying their excuses. The idea was carried through in an attention-grabbing, oversized bubble-wrapped wall containing 'excuses' in each bubble that invited people to 'pop' each excuse. The act of 'popping' the bubble (excuse) on the wall is an affirmative, cathartic and powerful way for women to get rid of their excuses and go for that mammogram.

Supported by press and take-home materials, this campaign reminds women of how the benefits of a mammogram outweigh the silly excuses given and take action to protect themselves against Breast Cancer.

By the end of the Breast Cancer Awareness Month in October, it was evident that the campaign struck a chord with women. While last year registered a total of 8,430 mammograms, the total number of mammogram appointments booked at NHDG-SingHealth Polyclinics, restructured hospitals as well as participating private hospitals and independent screening centers just between October to December 2013 alone, increased to 16,500.

Credits - Executive Creative Director: Tim Green. Art Directors: Lydia Anita, Russel Yuan, Amanda Ong, Arista Khoo. Copywriters: Rachel Xu, Ashlynn Sum. Client Servicing: Lionel Lee, Genevieve Li. Project Management: Nigel Tan. Producer: Wan Shafie. Media agency: Republic Advertising Consultants. Media planner:  Chan Hwi Lin. Directors: Jung Tan, Jeffery Tham. Photographer: Elliot Lee (Elliotly Photography). Digital Imaging: Postbox, Kino Lee.


Darren said:

Feels like the excuses route has been flogged to death before.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.