CASE STUDY: Singapore Cancer Society helps women conquer mammogram fears

Background

Close to 1,600 women face a breast cancer diagnosis in Singapore every year. But the number of women (aged 50 and above) who go for a mammogram has declined over the years. They usually give lack of time, a fear of pain or not wanting to think about the consequences as pretexts for skipping the procedure.

Aim

SCS needed a strong message to encourage women to overcome their fears and go for a mammogram.

Execution

To address the issue, Leo Burnett Singapore created an integrated campaign for SCS to run during the Breast Cancer Awareness Month (BCAM) in October 2013.

Budget is always a major challenge for non-profit organisations, but SCS wanted to stand out from the other organisations by also launching activities for the BCAM. That made the challenge.

Kicking off with a teaser campaign, the agency partnered with Australian swimwear retailer SeaFolly, adding a care tag into each shopping bag to remind women about going for a mammogram.

In October, the full-fledged campaign launched with a 30-second TVC featuring real-life breast cancer survivors, along with their friends, actively destroying the typical fears about getting a cancer screen.

SCS also held an event at Bishan Community Centre, inviting women to ‘pop’ bubbles containing all kinds of excuses on an oversized bubble-wrapped wall.

Result

The total number of mammogram appointments booked at NHDG-SingHealth Polyclinics, restructured hospitals, participating private hospitals and independent screening centres, reached 16,500 between October to December 2013. By comparison,  the total number of mammogram tests for 2012 only hit 8,430.

Almost a hundred people went up to pop bubbles within the first hour of the event. The campaign used about 760 metres of bubble wrap, popping nearly 62,000 ‘excuses’.

CREDITS

Client Singapore Cancer Society
Creative agency Leo Burnett Singapore
ECD Tim Green
Art director Lydia Anita, Russel Yuan, Amanda Ong, Arista Khoo
Writer Rachel Xu, Ashlynn Sum
Client servicing Lionel Lee, Genevieve Li,
Project management Nigel Tan
Producer Wan Shafie
Media agency Republic Advertising Consultants
Media planner Chan Hwi Lin
Director Jung Tan, Jeffery Tham
Photographer Elliot Lee (Elliotly Photography)
Digital imaging Postbox – Kino Lee
Exposure TV, Print, OOH, POS, and Experiential