Breast Cancer Foundation - Every Women Matters
Breast cancer doesn’t just happen to a select group of women;
it is everyone’s battle.
CHALLENGE
The numbers are telling: Breast cancer is the #1 cancer-killer amongst women in Singapore, with more than 1,900 cases diagnosed every year. While 9 out of 10 Singaporeans consider breast cancer to be dangerous, most women don’t do regular breast checks. They don’t think breast cancer can happen to them for many reasons – “I’m too young”, “I’m too old”, “I exercise regularly”, “I eat healthily”, “I don’t have a family history of this disease”, etc.
Truth is, breast cancer can happen to any woman, and affects far more women now than before.
How do we make more women realise that they too are at risk?
INSIGHT
Our minds tend to rationalise away our fears. This manifests in excuses we create for ourselves about why we are invincible to certain diseases when in reality, we are not.
Breast cancer doesn’t discriminate; it is an equaliser - regardless of ethnicity, language, social status, achievements and everything else.
IDEA & EXECUTION
We celebrate the equality amongst women and offer them a sense of empowerment.
All before revealing the other side of equality.
Agency: DDB Singapore
Creative Director / Head of Art: Thomas Yang
Art Directors: Karine Tan, Drishti Khemani, Dian Widjaja
Copywriters: Dunstan Lee, Rudy Supafly
Director: Desmond Tan ( ATypical Film )
