Industry Craft > Art Direction

MOMMY, CHECK BREAST!

DENTSU INC., Tokyo / CHUKYO TV.BROADCASTING CO., LTD. / 2023

Awards:

Shortlisted Spikes Asia
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Demo Film
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Overview

Credits

Overview

Cultural / Context information for the jury

Compare to other countries, the rate of breasts cancer screening in Japan is very low, and the only 9% of Japanese women continuously perform self-checks once in a month. In order to overcome present situation, CHUKYO TV focused on mothers in their 30s when the incidence rate of breast cancer begins to increase and when they are especially busy in raising their children. Because Japanese mothers usually put their own health on the back burner in favor of their children’s, we involved their own children who are the most influential messengers to them.

As a unique custom, in Japan bath time is spent soaking in a bathtub full of hot water. Taking advantage of this bath time, which is a part of child-rearing and an opportunity of communication between Japanese parents and children, we produced the BALL BOOK which let mothers perform self-checks according to instructions directed by their children.

Translation. Provide a full English translation of any text.

・Children & mothers can check for breast cancer together, by turning the book upside down and floating it in the bath.

・Little doctor invites mommy to do a breast cancer self-check.

・Little doctor teaches mommy the first step of the feeling check, “Top to bottom”.

・Little doctor teaches mommy the second step, “Outside to inside”.

・Little doctor teaches mommy the third step, “Circle around, circle around”.

・Little doctor tells mommy to check the opposite breast in the same way.

・Little doctor encourages mommy to check if there is anything unusual about her breasts.

・Little doctor tells mommy the check is over, “Let’s check again next month”.

Tell the jury about the art direction.

The check logo of the breast cancer awareness project of CHUKYO TV has been widely accepted as a instruction of how to self-check.

Mothers are naturally encouraged to make a habit of self-checks by the BALL BOOK's design, which is easily accepted as a children‘s toy by Japanese women who tend to dislike direct breast expression and by the planning, which a child pretends to be a “Little Doctor” and teaches her/his mother how to self-check in a fun way in.

Because of this art direction, the BALL BOOK provided a pleasant experience of breast cancer self-check to many parents and children at healthcare events, public libraries and public baths. This has turned a barely spoken matter of breast cancer into an accessible and familiar subject for everyone (from kids to adults).

For children who self-check with their mothers, it can be an educational experience for when they grow up.

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