How the beauty of art helped women overcome their fear of mammogram screening.
Breast cancer can be detected early through mammograms. Yet mammograms feel cold clinical and scary. And discovering a tumour is often perceived as a death sentence. How do we help women overcome their fear and anxiety, and see how mammograms save lives?
A mammogram can be the start of a hopeful journey of recovery.
We invite survivors to share their first mammogram scans that detected their tumours. And transformed these sombre black-ane-white negatives into personalised, gradated art prints. These were exhibited with their stories of hope. Also, a social media art filter allowed anyone to transform their own mammogram scans, so they too could join the conversation.
The campaign got women to see things from a perspective of hope - a crucial mindset in the fight against cancer.
Integrated Case Study Film
Out-Of-Home and Exhibition
Social Media Art Filter
Enable individuals to convert their mammogram scans into captivating MAMMO ART masterpieces effortlessly.
Agency: DDB Singapore
Creative Directors: Thomas Yang, Dunstan Lee, Benson Toh
Head of Art: Thomas Yang
Art Director: Alan Choong
Copywriter: Dunstan Lee