Cancer charity to Singapore’s women: If only you checked your breasts as often as Facebook
Ad agency DDB Singapore has redesigned the logos of three heavily used social networks to resemble the hands of women checking their breasts in a campaign for a cancer charity.
The logos of Facebook, Instagram and Twitter have been tweaked in the campaign for Singapore’s Breast Cancer Foundation, with the supporting line “If only you checked your breasts as often”.
According to DDB Asia Pacific’s blog, the three executions ran as posters, although the agency has yet to answer Mumbrella’s questions about where they ran in Singapore. Update (2 October): The agency has said the campaign ran in print, not on posters. It appeared in TODAY newspaper. Update (7 October): TODAY informed Mumbrella that the ad ran in the 24 and 25 September editions of the newspaper.
“Checking your photos for likes isn’t a matter of life and death, but breast cancer often is,” the Instagram execution reads.
The campaign is supported by an online appeal to the three social networks to drop their logos and use DDB Singapore’s creations instead during Breast Cancer Awareness Month.
Since the campaign launched, 631 people have pledged at the time of publishing.
Credits:
Chief Creative Officer: Neil Johnson
Group ECD: Joji Jacob
Deputy ECD: Thomas Yang
Art Director/Illustrator/Designer: Marcus Lim
Senior Copywriter: Yuanheng Gao
Business Director and Strategist: Jonathan Lim
Managing Director: Rowena Bhagchandani
Strategy Planner: Alexis Cheong
Account Executive: Amanda Chen
It should be noted that none of the 3 logo owners in the ads have changed their logos as per the request…the online petition to do so is ridiculous…all it contains are people from the agency and their ‘friends’….the Group ECD hinself has voted 45 times…seriously, what a bunch of award hungry desperadoes.
Reply@Tits Up, please see how the appeal works again. I didn’t ‘vote’ for it 45 times. I persuaded 44 other people (no, not all of them are from my agency) to support the appeal. The Breast Cancer Foundation does great work with spreading awareness about breast cancer and the importance of regular check ups.and We’ve been helping them for many years now. I hope you’ll support the petition too. Thanks. Joji
ReplyThis is a good and relevant idea.
ReplyIt certainly has my support.
Hope it yours too Tits Up
Ok guys if you are really so concerned about breast cancer, can we have a pledge from you here that you will NOT enter these in any awards. We all know how this proactive ad thing works….wink wink…..so let’s hear your support for not entering this into awards…let it just be for breast cancer…what say you?
Should we start an online petition for this too? LOL.
Reply@Modern day saints, why would we do that? I am very proud of the work and I personally hope that it wins everywhere. By the way, October is Breast Cancer Awareness month and I hope the work persuades all women who seeit to take care of themselves.
ReplyVery forced campaign visually….the instagram one is either very small hands or a massive freak breast.
Replythe level of hate on this blog is mind-boggling. the internet (well, other than the mumbrella) is loving the campaign.
but don’t take my word for it, see for yourself, just google the campaign. or are you guys so blinded by jealously that seeing objectively is an impossible task. and if it is so, it really ends the debate, doesn’t it.
https://www.facebook.com/TheStraitsTimes/posts/10152287853027115
http://yourhealth.asiaone.com/content/social-media-logos-tapped-breast-cancer-drive
http://www.fastcocreate.com/3036371/you-really-are-seeing-breasts-in-these-facebook-instagram-and-twitter-logos
http://www.channelnewsasia.com/news/singapore/tweaked-social-media/1383754.html
http://www.google.com.sg/search?client=safari&rls=en&q=social+media+logos+breast+cancer&ie=UTF-8&oe=UTF-8&gfe_rd=cr&ei=bx0tVOz3D8uCuATVzYDgBA
and lastly, what’s wrong with entering the campaign for awards? go for it, joji. you guys deserve it.
ReplyHats off to the folks who created the ALS Ice Bucket Challenge– the most amazing and contagious PSA in history so far….what is so amazing heart warming and genuine about their efforts is they clearly didnt do any of it for awards glory….as they did not enter any awards…. even though they would probably sweep a lot of categories hands down at cannes.
On the other hand you have others who put out some average print ads and PR them like crazy…..then call anyone who raises some questions haters…..I have to flag this as pretty insecure and thin skinned behaviour.
ReplyIf only women checked their breasts as often as facebook they’d be playing with them at work, on the bus, in the trains, in the supermarket, at dinner, in church, during meetings, while working out…..
Replyso so typically Singaporean.
ReplyI am LOVING the #feeling nuts campaign for testicular cancer….2 days and over 50,000 likes already.
http://www.buzzfeed.com/lyapalater/famous-guys-grabbing-their-balls?bftw&utm_term=4ldqpfp#3nwyr2t
ReplyVery crass to be commenting on the awards potential of this PSA when you havent even demonstrated if the campaign meets its objectives…are you a millennial or pretending to be one by any chance?
Reply@ Nick
Spot on mate, LOL. Obvious this campaign is flawed.
ReplyHave your say