The Campaign

Recent years have seen a rising trend of women as young as 18 diagnosed with breast cancer. Yet, breast cancer is still perceived as a disease that only strikes later in life. Young girls are unlikely to consider it a threat until they’re older. In fact, to young women in Singapore, life begins at 18—introducing freedoms like driving, drinking, smoking, clubbing, and watching restricted films. As girls explore this new phase in life, we saw the opportunity to remind them that they are also now of age to be at risk of breast cancer. So, we created topical posters that referenced popular coming of age activities, connecting the freedom of becoming a woman with the health risks of being one.

Creative Execution

To give the posters greater visual impact across print mediums and outdoor touch points like events, bars, driving schools and smoking areas, our posters had to cut through the clutter of its surroundings. As such, we opted for a dramatically reductive approach - making bold, striking colour choices that injected a freshness into the the artwork. To clearly communicate the objective of each poster, we kept the imagery as minimalist as possible, letting the witty and memorable visual metaphors draw the eye.

Indication of how successful the outcome was in the market

As the posters portrayed familiar coming-of-age activities, our young audience were quick to relate to the topic at hand. For the first time, Breast Cancer Foundation were able to reach out to young girls - an important audience in the fight against cancer. With this campaign, the Breast Cancer Foundation could now spread this important message across relevant outdoor and print mediums without breaking the bank or clashing with the local health board's marketing objectives.