Client - Alberta Society of Radiologists

Three of Alberta’s healthcare organizations joined forces for Breast Cancer Awareness Month, launching a bold, relatable campaign designed to empower women of a certain screening age – 45. Using boob-like Venn diagrams, the campaign spoke directly to this audience by pairing nostalgia with midlife realities—like Backstreet Boys vs. back pain. To amplify this connection, the Mammogramobile was introduced: a mobile screening unit made for those who live too far from a clinic. By bringing screenings to women’s doorsteps, it broke barriers to access and turned awareness into action.