The campaign Mammogram sees more than the eyes do was created by Bruketa&Žinić OM for Sve za nju (All for her) non-profit organization gathering women treated for breast cancer. The campaign was launched on the occasions of the Daffodil Day – yearly humanitarian fund raising program for early breast cancer detection. The goal of the campaign is to raise awareness about the importance of a regular breast check-up – the mammography.
The main communication channel are the city light posters, provoking the public with a photography of a naked women during the day, while at night, when the lights are switched on, a detailed mammographic image of a breast appears. With this simple, but visually striking method, the campaign wishes to attract women’s attention about the fact how mammography is the most precise method for a prompt breast cancer treatment and to get them to have the mammography.
Bruketa&Žinić OM / Ivan Čadež (Creative Director), Drago Mlakar (copywriter), Ana Belić (Art Director), Ivanka Mabić (Account Director), Ivana Drvar (Account Executive Senior), Marko Ostrež, Radovan Radičević (DTP)