This is a fictitious campaign by Triumph in a collaboration with Breast Cancer Foundation Singapore (BCF) to encourage women to be obsessed with their breast health by going for Breast Cancer screenings, most particularly Breast Self-Examination (BSE).
Breast Cancer is one of the deadliest and most common cancers amongst Singaporean women. Approximately 2000 women are diagnosed with the disease yearly, and 400 die from it. Thankfully, early detection helps to ensure survival. Yet, Singapore's rates of Breast Cancer screening are extremely low.
Insights that I had gathered from primary and secondary research shows that women do not conduct regular Breast Self-Examinations (BSE) due to busy lifestyles, perceived low susceptibility to the disease and low levels of awareness.
Visual Exploration
Thereafter, I started on my visual research. I wanted to focus on a mood that conveyed support, female empowerment, reliability and a hint of playfulness.
#Be oBSEssed
This campaign urges women to be oBSEssed with themselves, especially their breast health. We want women to look into the mirror more often, and stay vigilant to any abnormal breast changes.
Raising awareness & interest
Using Out of home (OOH) marketing methods at various touch points near Triumph’s stores and BCF’s headquarters, women would become interested in the campaign.
Participation & Involvement
Providing information and instruction about BSE through an
eye-catching packaging label
The first application that I brainstormed is an informational hand packaging label to be tied to the straps of the bras on display with pink ribbon.
The unconventional display is sure to draw the attention of women who are browsing the shops for a perfect bra, and those who are window shopping as well.
First iteration
At first, I opted for a realistic style. Thereafter, I realised that it may look creepy and thus give off a wrong message when placed on the bra.
Final Applications of the hand packaging
Video of hand packaging label
Debunking myths & misconceptions with an
informative fitting room placed in Triumph's stores
I realised a potential touch point for women to do their BSE was the Triumph fitting room, where women will step in and try on bras. Thus, I developed infographics and features such as an "encouragement wall" for women to feel supported and less alone in the process.
Development
Using 3mm PVC foam board, I used sticker paper to add the graphics to the "walls" of the changing room.
Final Application
Establishment & Retention of BSE as a routine
Through a dance which uses the catchy and trendy pop song by Selena Gomez ("Hands to myself") and the BSE steps, this dance is bound to get stuck in the heads of women, making it easier to remember, and thus establish as a regular routine.
Choreographing the dance
#beoBSEssed Dance Challenge
Development of social media content
I used the mirror imagery as a framing device to establish a visual pattern for the feed, as well as including alternating colours.
Final application
DISCLAIMER:
This is a self-initiated project with no relation to Triumph or BCF.