How to use humour to tackle a deadly serious health issue
The Challenge
Despite being potentially life-saving, many women over 40 put off free breast screens due to embarrassment, lack of time, or lack of symptoms. With the launch of a new online booking system, BreastScreen SA needed a campaign to overcome these barriers, drive an increase in screenings, and help reduce the number of women dying of breast cancer.
The Response
With women already avoiding breast screens, a traditional scare campaign could have had the opposite effect, causing women to put their head in the sand and not confront the consequences. So we went a different direction.
Showpony developed Make Time for the Girls, a positive platform that used humour to disarm and get past the avoidance. Using different nicknames and slang for breasts, we communicated the importance of screening.
With potentially sensitive subject matter, we used female-led client, agency, creative, and production teams to ensure the campaign resonated. It included video content, supermarket shelf wobblers, and a playful transformation of Adelaide’s iconic Mall’s Balls into the Mall’s Boobs complete with a pink bra.
Said Chris Picton, Minister for Health and Wellbeing, “This cheeky campaign takes a light-hearted approach to raise awareness about a serious matter. We know a lot of women put off having a breast screen because they’re embarrassed about being overdue or they think it will take too long.”
The Outcomes
The campaign achieved a 19% increase in South Australian breastscreen bookings, giving more women peace of mind, and ensuring those at risk got the treatment they needed.
