TYPE
Integrated Campaign
Integrated Campaign
ROLE
Art Director
Art Director
CLIENT
Breast Cancer Foundation
Breast Cancer Foundation
AWARDS
Bronze Gong – Creative Circle Awards
Bronze – MARKIES
2 X Crystals – MADstars
Shortlist – Spikes Asia
Bronze Gong – Creative Circle Awards
Bronze – MARKIES
2 X Crystals – MADstars
Shortlist – Spikes Asia
IDEA
Mammograms, although essential for early breast cancer detection, are often viewed as cold, clinical and even scary. Additionally, the discovery of a tumor can evoke a sense of doom. To combat this perception, we launched a campaign to inspire hope and resilience. Breast cancer survivors shared their initial mammogram scans which had detected their tumors, leading to early detection, treatment and eventual remission.
For Breast Cancer Awareness month, our initiative Mammo Art helped women see mammograms not as harbingers of despair but rather the possible beginning of a hopeful journey towards recovery, thereby fostering a positive mindset crucial in the battle against breast cancer.
Mammograms, although essential for early breast cancer detection, are often viewed as cold, clinical and even scary. Additionally, the discovery of a tumor can evoke a sense of doom. To combat this perception, we launched a campaign to inspire hope and resilience. Breast cancer survivors shared their initial mammogram scans which had detected their tumors, leading to early detection, treatment and eventual remission.
For Breast Cancer Awareness month, our initiative Mammo Art helped women see mammograms not as harbingers of despair but rather the possible beginning of a hopeful journey towards recovery, thereby fostering a positive mindset crucial in the battle against breast cancer.
We artistically transformed these scans into unique, personalized prints and displayed them alongside the survivors' stories of hope. On top of an art exhibition held in ION Orchard, “Hues of Hope”, we launched a digital campaign, outdoor print ads and a social media filter that allowed others to turn their mammogram scans into art, encouraging broader participation and dialogue.
Mammo Art was conceptualised within a creative team led by Executive Creative Director Thomas Yang, Creative Director Dunstan Lee and Creatives Abner and Alan Choong.
If you would like to know more about this or other works done during my time at DDB Group Singapore, please don’t hestitate to contact me.
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