Client - Alberta Society of Radiologists

Breast cancer is the most common cancer among women in Alberta, but early detection through screening greatly improves survival rates. However, awareness of updated screening guidelines, including the lowered self-referral age from 50 to 45, remains low. To address this, three leading healthcare organizations launched a bold campaign for Breast Cancer Awareness Month. Targeting women aged 45, the campaign used humour, nostalgia, and relatable visuals to empower women to prioritize their health and demystify mammograms.