Breast Cancer Foundation NZ: Maybe it's a Sign

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 throughout the country and on a hero social film with a simple call to action; maybe it’s time to book a mammogram.

Ogilvy NZ ECD Kristal Knight explains the approach: “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.”