The Breast Cancer Foundation NZ (BCFNZ), in collaboration with Ogilvy NZ, has unveiled a creative mammogram awareness campaign designed to keep the importance of regular screenings top of mind. Dubbed “Maybe it’s a Sign,” the campaign cleverly uses images of objects that resemble breasts, spotted throughout Aotearoa and on social media, to prompt women to schedule their mammograms.

This initiative takes a humorous and light-hearted approach to a topic that many find daunting and uncomfortable. The aim is to ease the discomfort associated with mammograms by embedding the reminder in everyday life — from a pair of limes in a fruit bowl that might seem to suggest it’s time for a check-up, to any similar shapes encountered in daily routines.

This strategy turns every breast-like object into a nudge for awareness, effectively expanding the campaign’s media presence to a constant reminder in the world around us.

With an average of nine New Zealand women diagnosed with breast cancer daily, timely mammograms are crucial for early detection, significantly improving the chances of successful treatment. This engaging, omnipresent campaign is designed not only to increase awareness but also to boost screening appointments year-round, hopefully leading to more lives saved.

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