The Annoying Lump

Background

The ten-year survival rate for Breast Cancer is 92%, when the cancer is detected with a mammogram. This rate drops to 75% if a lump is the first sign. However, at-risk women in New Zealand put off getting a mammogram, if they get them at all, with 30% of women eligible for free screening ignoring their regular mammogram altogether.

The agency was asked to come up with an idea that specifically targeted these women, while convincing them to get the mammogram that could save their life.