Flagship case study · Mammogram Poster Girls
A cause campaign that made screening feel like an invitation
Campaign and identity work that lifted event signups 49%.
Figures confirmed in writing by Mammogram Poster Girls.
Situation
Awareness was never the problem. Every woman in the target group already knew mammograms matter. Knowing it and booking it are separated by dread, not information.
Previous campaigns worked the statistics angle, which is exactly the register that makes people close the tab.
Diagnosis
The part that decided everything else. Prospects recognise themselves in constraints, not in triumphs.
Fear-based messaging asks someone to act while feeling their worst. It converts the already-converted and repels everyone else.
The people most likely to bring a friend were not scared, they were proud. Build for them and the reluctant arrive as guests rather than patients.
The system
Built in sequence. Each piece assumes the one above it is settled.
Campaign platform
Poster Girls as the organising idea — real participants, front and centre, no stock imagery anywhere.
Identity
A campaign identity that reads as celebration at fifty feet and information up close.
Channel plan
Social, print and partner distribution built around the signup as the single action.
Result
Event signups rose 49% against the prior campaign.
What’s next
Annual campaign refresh and partner-side asset kit.
Similar situation?
We will look at yours the way we looked at Mammogram Poster Girls’s — the constraints first, the pretty part last. Thirty minutes and you leave with the first move, whether or not we make it together.