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.”Photographers: Michelle Hyslop, Charlotte Delaporte
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