97% of Kiwi women know checking your breasts is important. Breast cancer is frightening. And traditionally, awareness campaigns ask women to check themselves for signs of that frightening disease, so it’s no wonder 57% don’t do it regularly. 

So instead of the usual tone of seriousness, we used humour. 

Because while breast cancer isn’t funny, breasts actually are. They come in all shapes, sizes, colours, textures and temperaments. What’s gobsmackingly bizarre for one women might be completely normal for another. Disco lights and Sandstorm, freshly popped popcorn, describing them as ‘windsocks’. Knowing what’s normal for you helps you know when something isn’t.

Impact:

Choosing surreal humour instead of fear meant this campaign smashed all previous records for engagement and organic web traffic from the typically resistant 25-35 age group, actively seeking out life-saving advice.

Created in collaboration with Fiona McGee at Revolver