NZ Breast Cancer Foundation launches the Unignorable Lump via Colenso BBDO, NZ

Getting a mammogram is one of those things that’s easy to ignore and keep putting off. The thing is, the more you put it off, the greater the risk that breast cancer won’t be found early, when it’s easily treated.

That’s why NZ Breast Cancer Foundation and Colenso BBDO have created the Unignorable Lump – a lump that follows women around the internet reminding them to get a mammogram.

The lump uses a combination of retargeting banners and pre-roll across multiple platforms to follow a very specific audience of women aged between 40 & 69. And it keeps following them until they click on the banner to book a mammogram.

VIEW THE CONCEPT

Using a friendly tone, the lump’s message gradually becomes more insistent and somewhat confronting, to elicit a click from women.

Says Steve Cochran, ECD, Colenso BBDO: “We’re all familiar with that feeling of being stalked around the internet bya pair of shoes that are trying to get us to click ‘buy’. Well much like that, this idea sees an annoying and slowly growing lump continually popping up to get women to click to book a mammogram. Seemed like a great way to use a now common media strategy – we hope women can’t ignore it.”

Says Evangelia Henderson, chief executive at the NZ Breast Cancer Foundation: “The campaign is a clever play on something we’re all familiar with, being chased around the internet. But unlike most of those internet ads, this one is important, and for some people will even be the difference between life and death.”

The targeted digital campaign runs for the entire month of October, which is Breast Cancer Month.

Client: Breast Cancer Foundation New Zealand

Media Agency: Starcom