Cancer charity to Singapore’s women: If only you checked your breasts as often as Facebook

Screen Shot 2014-10-01 at 12.29.27 pmAd 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.

Screen Shot 2014-10-01 at 12.56.14 pm

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.

Breast Cancer Foundation Twitter execution

Since the campaign launched, 631 people have pledged at the time of publishing.


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


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