Seeing breasts everywhere? Maybe it’s a sign…says new BCFNZ campaign via Ogilvy NZ

Breasts. Once they’re on your mind, you begin to see them everywhere – or at least throughout Aotearoa, thanks to a visual Breast Cancer Foundation NZ (BCFNZ) mammogram reminder campaign, developed by Ogilvy NZ.

Live now, the ‘Maybe it’s a sign’ campaign aims to create an always on mammogram reminder, deploying images of breast-like objects on a hero social film and throughout the country with a simple call to action; maybe it’s time to book a mammogram.

Says Kristal Knight, ECD, Ogilvy NZ: “Mammograms can seem scary and uncomfortable, which makes them easy to avoid thinking about. This campaign helps make an uncomfortable topic more comfortable with a light-hearted way to get breasts on everyone’s minds. And once you’ve seen it, you can’t unsee it. Which effectively extends our media reach to every breast-like object you come across, turning the world into an always on reminder campaign. Next time you look at your fruit bowl, you might just wonder if the limes are dropping a hint to book your mammogram.”

BCFNZ chief executive, Ah-Leen Rayner said since the arrival of Covid, the number of women having their mammograms had dramatically declined and participation numbers still have not fully recovered: “A lot of women couldn’t get their mammograms when the screening programme was paused during lockdowns, and we know mammograms also became less of a priority when there were more pressing health concerns.   But with nine New Zealand women being told they have breast cancer each day on average, it’s critical that females get their mammograms so they have they best chance of an early diagnosis – because it could well save their life. Having an easily shared, easily recognisable and always on campaign that continues the behaviour change message year-round is vital, and we’re hopeful this approach will see appointments rise.”

The social element of the campaign went live today, with some OOH elements seen from December.

Creative and Strategy – Ogilvy
Media – Spark Foundry
Film production – Boxcutter
Photographers – Michelle Hyslop, Charlotte Delaporte
Editor – Mike Hammond
Music Licencing – Music Mill