Cannes Lions
LEO BURNETT COLOMBIA, Bogota / LIGA CONTRA EL CANCER / 2015
Overview
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Credits
Description
Organizations spend a considerable amount of resources trying to remind women to check themselves for breast cancer, but their messages are often ineffective because 95% of all women forget how and when they should perform self-exams.
Execution
We designed the ‘Safety Touch App,’ a unique mobile application that replaces the locking feature of smartphones and forces users to utilize their fingers to trace out a diagnostic pattern identical to the method of conducting a breast cancer self-exam. The pattern is customized to each user and only runs once a month at an optimal time during a woman’s cycle.
Outcome
We gave women a simple reminder encouraging them to make a monthly habit of breast self-exams, by using the one device they always carry with them and look at more than 180 times a day; their phones.
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