In 2023, the Hellenic Association of Women with Breast Cancer “Alma Zois” chose BAAS DIGITAL to create a 360° information and awareness campaign that would encourage more Greek women to include breast cancer screening in their lives. We needed to create a powerful campaign that would speak the language of modern women, reach different generations of Greek women and convince them that breast cancer impacts them all.
THE SOLUTION:
We developed the “Checked Up” concept based on the insight that all women make small or big checks in their lives every day because they want to choose the best for themselves and their loved ones. The slogan had a dual meaning: a) for the woman who has had a preventative breast screening and b) for the woman who feels “informed, studied and knowledgeable”.
With a clear and direct message that is easy to understand and relate to for women of different ages and backgrounds, we conveyed that breast screening is simply “one more check” that every woman should include in her schedule and that it can save her life. With a familiar visual element, a check mark embedded in the slogan’s lettering, and the addition of a search bar in front of the breasts, we further emphasised the importance of check-ups in a woman’s daily life.
The campaign was launched in October 2023, Breast Cancer Awareness Month, on TV, radio,social media and through outdoor advertising on public transport, as well as during the two-day Greece Race for the Cure® event at Zappeion. The concept and all its creative executions were a courtesy of BAAS DIGITAL for “Alma Zois” Association, as a gesture of support for women’s fight against breast cancer.
