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Published/Aired: 
October 2011
Description: 

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.

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

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

Comments (11)

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Highest Rated

JhonAlvin's picture
JhonAlvin
Activity Score 2

No doubt, it is good idea and nice to see the advancements in the treatment of breast cancer and spreading awareness of breast cancer because it is common in among all populations due to its queer pathophysiology and genetic predisposition.Learn more about breast cancer by visiting http://healthncare.info/sign-symptoms-breast-cancer/

Jexep's picture
Jexep
Activity Score 182

Great Idea! It think it would be easier for women to test with herself as well.

my marketing blog (Thai Language): http://jexep.net

JhonAlvin's picture
JhonAlvin
Activity Score 2

No doubt, it is good idea and nice to see the advancements in the treatment of breast cancer and spreading awareness of breast cancer because it is common in among all populations due to its queer pathophysiology and genetic predisposition.Learn more about breast cancer by visiting http://healthncare.info/sign-symptoms-breast-cancer/

andylefty's picture
andylefty
Activity Score 4535

It's very practical and helpful to give an example and something tangible.

andylefty's picture
andylefty
Activity Score 4535

Cannes lions too. That's silly. I suppose its more about efficacy than awards with this type of thing.

kleenex's picture
kleenex
Activity Score 44639

Very nice looking boob.....

oh and idea as well...

morse's picture
morse
Activity Score 17510

It's nice, pity it's not original.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Rabubi's picture
Rabubi
Activity Score 560

Please supply a link.

MicheleVirgilio's picture
MicheleVirgilio
Activity Score 2617

Good idea. Nice work

elbuenlatex's picture
elbuenlatex
Activity Score 18

Great idea. Great casting, too ;)

-Latex

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