The Breast Cancer Foundation (BCF), has launched its MAMMO Project in celebration of Breast Cancer Awareness Month in October in collaboration with DDB Group Singapore.
The project’s series features breast cancer survivors sharing their stories and the scans that helped save their lives, which have been digitally transformed and reinterpreted as colorful, personalized art prints that exude warmth and hope.
The aim of the campaign is to encourage women get regular screenings.
“Mention ‘mammogram’ and most people will think of something that’s cold, clinical, and even scary. What if we could add some hues of hope to this visual and introduce that association? After all, a mammogram in time saves lives. With this idea at the heart of the project, we created artistic interpretations of actual scans that detected cancer,” said Thomas Yang, Executive Creative Director of DDB Group Singapore.
“By putting these works of art on display, we hope women will put their fears aside and commit to regular mammogram screenings.”
Women are advised to go for a mammogram every year between the ages of 40 and 49 and every two years after that. However, despite the high occurrence of breast cancer among this group over the past 50 years, only 37.9% of eligible women in Singapore were screened in 2019 and 2020*, largely discouraged by the ill-perceived discomfort of a mammogram.
The MAMMO project is currently on display at ION Orchard, B4 ION Station, for the month of October. The prints are accompanied by the inspiring stories of six Singaporean women, saved through early detection via the very mammograms on display.
On sale at the exhibition are limited-edition merchandise with the prints, serving as reminders for women to go for regular mammograms. All the proceeds go to BCF.
Throughout the month of October, special subsidized mammogram screenings will be available for all eligible women. These can be booked through scanning QR codes embedded across the campaign communications.
A wider campaign featuring outdoor advertisements and video interviews with breast cancer survivors on BCF’s social channels further endorses the importance of regular screenings.
For more information about the MAMMO project, visit here.
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