Breast Health Foundation: Bump

Gently massage in a circular motion
The earlier breast cancer is detected, the more options you have for treatment and the better your survival. Monthly breast self-examinations can help you detect lumps even smaller than this. While 9 out of 10 lumps will not be a cancer it is important to have every lump or abnormality checked by a doctor straight away. For more information call the Breast Health Foundation Toll-free on 0860 283 343 or visit www.mybreast.org.za

The objective of the ‘Breast Cancer’ advert is to make adult females realise the importance of regular breast self-examinations and to have every lump or abnormality checked by a doctor without delay. To encourage inter-action between the reader and the advert, we featured a female breast on one page and on the following page affixed a clear rubber ‘Bumpon’. This produced a pronounced ‘lump’ on the breast featured on the previous page. Readers could physically interact with the page by touching it as suggested in the headline and detecting the ‘lump’ that in reality resembled a similar lump which could be detected through self-breast examination.

Advertising Agency: Volcano, Johannesburg, South Africa
Creative Directors: Francois Boshoff, Glenn Jeffery
Art Directors: Dustin Sinclair, Tarryn Bezuidenhout
Copywriter: Carl Richardson
Additional credits: Nouli Kousiakis, Louise Turner
Published: October 2011