Seeing Breasts Everywhere? Maybe It’s A Sign…..says New BCFNZ Campaign, Via Ogilvy

Breasts. Once they’re on your mind, you begin to see
them everywhere – or at least throughout Aotearoa, thanks
to a visual Breast Cancer Foundation NZ (BCFNZ) mammogram
reminder campaign, developed by Ogilvy NZ.

Live now,
the ‘Maybe it’s a sign’ campaign aims to create an
always on mammogram reminder, deploying images of
breast-like objects on a hero social film and throughout the
country with a simple call to action; maybe it’s time to
book a mammogram.

Ogilvy NZ ECD Kristal Knight
explains the approach: “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. And once you’ve seen it, you can’t
unsee it. Which effectively extends our media reach to every
breast-like object you come across, turning the world into
an always on reminder campaign. Next time you look at your
fruit bowl, you might just wonder if the limes are dropping
a hint to book your mammogram.”

BCFNZ chief executive,
Ah-Leen Rayner said since the arrival of Covid, the number
of women having their mammograms had dramatically declined
and participation numbers still have not fully
recovered.

“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. Having an
easily shared, easily recognisable and always on campaign
that continues the behaviour change message year-round is
vital, and we’re hopeful this approach will see
appointments rise.”

The social element of the
campaign went live today, with some OOH elements seen from
December. The social film can be seen here:
https://vimeo.com/915344068

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