TWITTER

TitleTWITTER
ClientBREAST CANCER FOUNDATION
Product/ServiceBREAST CANCER AWARENESS
CategoryB01. Posters
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE
Media Agency OMD Singapore, SINGAPORE

Brief Explanation

Ask women what’s the first thing they check in the morning, and more often than not, it’s Facebook, Twitter or Instagram. The Breast Cancer Foundation (BCF) wanted to remind women of the importance of regular breast self-examinations in the midst of their busy social media lives.

The Brief

Breast Cancer Foundation (BCF) is a non-profit organisation which aims to create breast cancer awareness, promote early detection and provide support for those affected by the disease.

How the final design was conceived

We wanted to remind women to check their breasts every time they see a social media logo. To nip the issue in the bud, we hijacked the logos of social media giants. And re-designed them as reminders to perform breast self-examinations. On closer inspection, the logos show a hand doing a breast self-examination. The copy reads: “If only you checked your breasts as often”, reminding the reader that in the time it takes to check social media, she can check her breasts instead.

Indication of how successful the outcome was in the market

The ads ran for two consecutive weeks in Singapore at bus stop adshels. We wanted to place the ads where they would be visible to our target audience – women who use social media. As it turned out, bus stops were exactly where women were most likely to check social media on their phones, while waiting for the bus! Women who used social media (almost everyone) in Singapore recognised the tweaked logos, and also recognised the need to check their breasts.

Credits

Name Company Position
Neil Johnson Ddb Group Singapore Chief Creative Officer
Joji Jacob Ddb Group Singapore Group Executive Creative Director
Thomas Yang Ddb Group Singapore Deputy Executive Creative Director/Head Of Art/Design
Marcus Lim DDB Group Singapore Art Director
Yuanheng Gao DDB Group Singapore Senior Copywriter
Marcus Lim DDB Group Singapore Illustrator
Rowena Bhagchandani Ddb Group Singapore Managing Director
Jonathan Lim DDB Group Singapore Business Director
Alexis Cheong Ddb Group Singapore Strategic Planner
Amanda Chen DDB Group Singapore Account Executive