SA Health: Spot the difference

Early detection is the best way to beat breast cancer, and the best way to do that is by having a regular breast screen. But with research suggesting that 'fear of the unknown' was a significant barrier to having a breast screen in the first place, Showpony, Adelaide needed to deliver the message without being scary.Our response was to create a radio spot that sugar coated, or more accurately, chocolate coated the issue.

A description of two outwardly identical chocolates, one with a nut centre and one without, gave our listeners an intriguing and disarming metaphor. By simply asking if they could 'spot the difference' we were able to clearly illustrate the need for a breast screen without resorting to graphic clinical details.

Celebrated film and television actor Rachael Blake brought the script to life with her unique tone and wry delivery.