October is a very important month of the year, being Breast Cancer Awareness Month. The Breast Cancer Ireland team came to pluto and explained that, in additioan to an unusual lump, there are 7 more lesser-known signs of breast cancer. Therefore, we needed to spread awareness of the 8 signs and symptoms of breast cancer through a thought-provoking campaign.
Pre-campaign research conducted by pluto showed that a worrying 46% of people asked, did not know what signs to look out for whilst self-checking, and a further 56% of people are self-checking ‘only when they remember’ to do so. Perhaps most concerning of all, were the 11% of women who ‘never’ check their breasts at all.
KEEP IT SIMPLE
MAKE IT CLEAR
KNOW THE SIGNS
We clearly understood that breast cancer can manifest in various ways, and that recognising all the signs is key to early detection and effective treatment. By educating ourselves and others on ALL THE SIGNS, we empowered the public to take control of their health, ensuring that no symptom or sign goes unnoticed.
Each asset we produced carefully highlighted a different symptom of breast cancer to be aware of, and we knew this needed a big platform. So what’s bigger than a 52ft pink projection in the middle of Dublin City Centre?
This projection was supported by lots of other important ‘signs’; on social media, in OOH and many smaller guerilla signs we installed all over the city, ensuring that key campaign messages were an almost unmissable part of daily life during the month of October. We also took this campaign on-campus to speak to college students, encouraging young women (and men!) to educate themselves of ALL signs of breast cancer from a young age.
Frankfort House,
Vergemount Hall,
Clonskeagh Road,
Dublin 6.
