Why is this work relevant for Direct?

The idea was designed to engage a specific target audience and inspire them into action.

Background

To beat breast cancer, early detection via a breast self-check is vital. But for mums, our target audience, doing a breast self-check is something they often neglect due to their long to-do list. We wanted to find a way to remind them to also care for themselves.

Describe the creative idea (30% of vote)

Kids are the biggest influencers in mums’ lives. So we combined what kids love with the reminder mums need. And reinvented the nursery rhyme “Wheels on The Bus” as “Molly Monkey Sings and Save”, a lifesaving rhyme. With phrases like “up and down” and “round and round” to illustrate the patterns of a self-check. Whenever mums sing along with their kids, they’re reminded of their self-check.

Describe the strategy (20% of vote)

Our strategy was to create a win-win situation – where mums could continue spending quality time with their child and get a breast self-check reminder at the same time. The idea also got kids to join in the battle against breast cancer.

Describe the execution (20% of vote)

"Molly Monkey" was launched during BCF’s annual Pink Ribbon walk, and also given as a gift through childcare centres on Children’s Day – which coincides with Breast Cancer Awareness Month.

List the results (30% of vote)

The book was well-received during its launch at the Pink Ribbon walk. Kids and parents alike loved it as gift. The book has also created conversation on breast cancer through various news sites and blogs.