November 2014

breast-cancer-facebook-02-2014It’s not often that a public health campaign hits the mark effectively. In an industry like healthcare which is typically fraught with budget constraints and layers of competing stakeholders, it can sometimes be a challenge to circulate even the most basic of health messages to the general public.

Yet, thanks to the insightful team at Breast Cancer Foundation Singapore (BCFS) and the clever creatives at DDB Singapore, my faith has been well and truly restored in the field of healthcare communications -and yours might be too.

For those of you who are yet to catch up with BCFS’s innovative Logos Against Cancer campaign, I encourage you to have a look. It has to be one of this year’s best health marketing initiatives, in terms of both its messaging and design.

The success behind the Logos Against Cancer campaign rests in its simplicity. The campaign aims to raise awareness among women of the importance of self breast examination and it does so by reworking a series of popular social media logos.

Using a mix of print and online ads, the Logos Against Cancer campaign tweaks Twitter, Facebook and Instagram logos to resemble the shape of a hand touching a breast. The text down the bottom of each ad reads “if only you checked your breasts as often” followed by a short message which encourages women to do a self examination.

The key to this campaign is its wonderful simplicity and easy recognition. Congratulations to all those involved in this wonderful campaign!

 

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