Breast Cancer Foundation (Singapore): Are You Obsessed With The Right Things?

Agency: DDB Group Singapore
Client: Breast Cancer Foundation (Singapore)
Product: Breast Cancer Awareness

Objectives

Beauty may be skin deep, but it gets all the attention, fuss and limelight – unlike the serious issue of breast cancer.

Breast cancer is the No. 1 female cancer in Singapore1 and the incidence of breast cancer among younger women aged 20 to 34 has been rising steadily in recent years.2 Yet, breast cancer can be treated with early detection3.

While awareness of breast cancer screening among Singaporean women is high at 80%4, only 41%5 actually go for it.