Breast cancer is one of the top killers in the nation. But with early detection through mammograms, women can increase their chances of survival. Yet many fear going for a mammogram, which feels like a cold and clinical experience. Furthermore, they fear that the detection of any tumour would mean a death sentence. Our objective was to get them to see things from a positive perspective – that mammograms could save their lives and be the start of a hopeful journey towards recovery.

The campaign targeted women who are 40 and above.

Our strategy was to get them to rethink their fear of mammogram screening, through a campaign that reframes that negative perception into a hopeful one. We chose to front the campaign with imagery that reminds them of their fear – a mammogram scan – but with a visual twist.

Cancer survivors were invited to share the first mammograms that detected breast cancer and saved their lives. We then artistically reinterpreted these sombre black-and-white negatives as gradated personalised art prints, showcasing the hopeful side of mammograms.

These prints were then exhibited as art, alongside the survivors’ stories, convincing women to be proactive about early detection.

Sombre, black-and-white mammogram scans were turned into colour-gradated pieces of art that inspired hope.

Breast cancer survivors were invited to share the first mammograms that detected the tumour and saved their lives. We shot the black and white mammogram negatives through backlit photography to replicate seeing them through medical film viewers, and captured the rich detail on each scan. These details on the mammogram scans were carefully preserved when re-interpreted as gradated art prints, based on the survivors’ personal favourite hues. The colourful visuals first struck our viewers as abstract art, before they were revealed to be created from real mammogram scans, with an inspiring story of hope behind every piece.

Showcased through an art exhibition experience at a high-traffic shopping mall, the art drew visitors in, and led them to stories of each breast cancer survivor when they scanned QR codes.

Media Reach: > 4.5 million (> 80% of population)

Impressions: > 10.06 million

Earned Media Value: > $237K

These results were achieved across the exhibition, print, outdoor, and social media.