Familiar vernacular to deliver an important message.
For women over 40, a regular breast screen is the best way to detect cancer early and reduce the risk of life-threatening impacts.
In leveraging society’s many nicknames and euphemisms for breasts, this inclusive campaign by Showpony for BreastScreen SA uses familiar vernacular to deliver an important message.
Many women are still skipping their regular breast screens. There was a clear need to get women’s attention and tell some truths.
Brought to life by female-led client, agency, creative and production teams, Showpony and BreastScreen SA created the playful campaign, 'Make time for the girls', designed to engage and empower women, prompt conversation and encourage action.
Sophie Allchurch, Showpony Adelaide general manager, said it can be hard for busy women to make time for themselves.
"But if there was ever anything you can do for yourself and your family, this is it," she said.
Abby Moulton, Showpony Adelaide associate creative director, said it’s no secret people talk about boobs all the time, using all kinds of funny, quirky, silly names to describe them.
"We want people to talk about getting a breastscreen that much," said Moulton.
Laura Tregloan, Showpony Adelaide account director, said the agency wanted to do something unexpected and create something that people would talk about.
"We know the power of word-of-mouth, and this campaign highlights exactly that," she said.
As well as the video and supporting social media assets, the campaign is designed to surprise people in the everyday with supermarket “shelf wobblers” that play off suggestive items you might find in the aisles.
An AR stunt also transforms South Australia’s iconic Mall’s Balls into the Mall’s Boobs, with the simple addition of a pink bra. So next time you see melons at the supermarket or a puppy at the dog park, you know exactly what to do.
Credits:
Client - BreastScreen SA
Manager, Communications and Engagement: Kate Bruce-Rosser
Digital Communications Advisor: Tahlia Collopy
Agency - Showpony Adelaide
General Manager: Sophie Allchurch
Strategist: Ana Coelho
Associate Creative Director: Abby Moulton
Art Director: Laura Marcus
Copywriter: Meabh McElduff
Producer: Alexandra O’Neil
Account Director: Laura Tregloan
Account Manager: Ella Wood
Production
Casting - Angela Heesom
DOP - Claire Bishop
1st AC - Ella Burton
Gaff Assist - Eloise Houlabeck
Art Dept - Emily Brockbank
Sound - Nikola Van De Wetering
Hair & Make up - Natasha Stone
Token Males
Parris Mesidis: Executive Creative Director, Showpony
Rory Kennett-Lister: Creative Director, Showpony Adelaide
Gaffer - Nic Datson
Edit - Patrick Cotter, Showpony
Animation - Felipe Carrasco, Showpony
Sound - Scott Illingworth, Seeing Sounds
