To raise awareness of breast cancer and encourage women to get regular check-ups.

To contribute to the brand’s reputation by emphasizing early diagnosis during Breast Cancer Awareness Month.

Cancer awareness communication is buried under clichés.

Messages are not reaching their audience and are not driving action.

A mother’s priority: her children, husband, and loved ones.

We aim to highlight the necessity for mothers to prioritize themselves, framing it as an inevitable extension of the “sacrificial” instinct with a “provocative” tone.

A “twist”: By twisting the context, we aim to amplify the impact.

Approaching the woman from the emotional context of her roles as a mother and wife. 

Strengthening the message by having it echoed through the voices of her children and husband, connecting it with

“real” life.

Result

Film

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Social Media Communication