Why is this work relevant for Integrated?

To let women master how to “check” the sign of breast cancer by themselves, CTV first developed a logo which visualized the check-up process (composed of 3 steps using 3 fingers) with a 3×3 “check” pattern. Secondly, they released several design tools with that logo to encourage an “action” of Breast Self-Exam. It enables a self-check experience with a new approach that has never been seen before. Also, by expanding it to various tools, we have made it possible for users to have a wider experience.

Background

When one of their main announcers developed a breast cancer, CHUKYO TV BROADCASTING CO., LTD (CTV) initiated the action to decrease the number of patients of breast cancer. They especially attached the importance to “Breast Self-Exam (BSE)” – a check-up that a woman can daily do at home. While as many as 60% of the early detection of breast cancer is achieved by BSE, only 7% of women know the method. CTV took this as a serious issue, and they tried to solve it with a unique design idea.

Describe the creative idea

To let women master how to “check” the sign of breast cancer by themselves, CTV first developed a logo which visualized the check-up process (composed of 3 steps using 3 fingers) with a 3×3 “check” pattern. Secondly, they released several design tools with that logo to encourage an “action” of Breast Self-Exam. 1) SELF CHECK VEST : a vest which shows a guideline for women to touch their breast and detect a lump by themselves. 2) SELF CHECK PAD : a pad with which women can easily understand how a lump feels. 3) COMPACT BOOK : a compact composed of smoothing cream for check-up fingers, a mirror, and a handout for regular basis self-exam. CTV lent and provided these design tools to keep calling women’s attention to Breast Self-Exam.

Describe the strategy

Since many women don't like direct and graphic bust expressions, and especially breast cancer survivors and their families are sensitive about such depiction, we tried to design logos and tools that look like fashion icons. The campaign aimed to involve not only the parties but also their families. To achieve that, we carefully created the design which is neutral and easy for everyone to pick up. In fact, the tools of this campaign have been experienced by a wide range of generations, regardless of age or gender.

Describe the execution

Utilizing the power of the TV station, we made use of the TV deer to make the logo mark known. In addition, we use the tools at events to promote steady penetration, and at the same time, by renting out such design tools, we made it possible to expand the campaign without regional boundary. The tools are used not only all over Japan but also overseas. The appeal with the logo mark, which is not tied to the language, has realized a greater spread.

List the results

Based on a survey conducted after the release of these design tools, almost 90% of the target women increase their interest to carry out Breast Self-Exam. Considering that people’s concern is mainly on COVID19 in 2020, the campaign seems to have performed significantly well. Even under the difficult circumstances to hold a campaign event, handy design tools enabled CTV to continue the enlightenment program by lending or providing those design tools to individuals, regardless of distance. The design of “action” which a local TV broadcasting company spread all over Japan after books and media covered about it. Its influence is still expanding, and for example, some of the overseas national hospitals show the campaign video as a permanent display.