The New Zealand Breast Cancer Foundation: Breast Cream
Agency: Colenso BBDO
Campaign summary
The World Health Organization estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. Yet only women over the age of 40 are offered a mammogram, and despite traditional education and awareness campaigns, 70% of New Zealand women don't check themselves regularly. Our brief was to change this behaviour and encourage all women over the age of 20 to start a self-checking routine.
There are many reasons why women don't check their breasts - they don't know how, they...