BREAST CANCER FOUNDATION: NURSERY REMINDER
60% of Singaporean women aged 30-45 almost never perform breast self-examinations – the first step to detecting breast cancer.
We learnt that a majority of these women are mothers. And while they may not pay heed to doctors or PSAs, they do pay attention to a small group of people. Their children.
So we turned a nursery rhyme for kids into a lifesaving reminder for their moms.
Sung to the tune of ‘The Wheels on the Bus’, our nursery rhyme uses familiar phrases to represent the three patterns of performing a breast self-examination: lines, wedges and circles.
Our nursery rhyme reached kids and moms across the island through books, posters, videos, as well as special performances during Breast Cancer Awareness Month.
DDB Group Singapore
Chief Creative Officer: Chris Chiu
Executive Creative Director: Thomas Yang
Creative Group Heads: Dunstan Lee, Adithya Deepan
Art Directors: Lijing Sim, Dian Widjaja
Copywriter: Ishan Venkat