DDB reimagines mammogram scans as art

INTRODUCTION:
In partnership with the Breast Cancer Foundation (BCF), DDB Group Singapore launched its MAMMO Project in celebration of Breast Cancer Awareness Month in October. The campaign set out to dispel the fear of mammograms so more women are encouraged to go for regular screenings.

INSIGHT:
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. Mention the word ‘mammogram,’ and most people will think of something that’s cold, clinical, and possibly even scary.

IDEA:
What if we added some hues of hope to mammogram scans and reframe the association? After all, a mammogram done in time saves lives. The ‘Hues of Hope’ series transforms breast cancer survivors’ cancer-detecting scans into works of art. The scans are digitally transformed and reinterpreted as colourful, personalised art prints that exude warmth and hope. 

The series went on display at ION Orchard in Singapore for the month of October, accompanied by the inspiring stories of six Singaporean women, saved through early detection via the very mammograms on display. The campaign was supported by outdoor advertisements and video interviews with breast cancer survivors on BCF’s social channels. A social media filter allowed anyone to transform their mammogram scans too and join the conversation.

QR codes embedded across the campaign offered subsidised mammogram screenings for all eligible women.

RESULTS:
The campaign reached 4.5 million people or 80% of the population, delivered 10.06 million impressions, and earned $237,000 in media value.