Mammography campaign begins in BC
By Adnews Staff
The BC/Yukon Chapter of the Canadian Breast Cancer Foundation has released its first advertising campaign. The campaign, created by Cossette Communication Group, is intended to increase awareness of mammography as the most effective way to detect breast cancer early. Aimed at women over the age of 40, the ads encourage viewers to call a toll-free number to schedule a free appointment or visit a website at GoHave1.com for more information. According to the foundation, the goal of this effort is to raise the screening rate in BC by 5% in one year. The creative compares an orange to an orange seed to illustrate the relative size difference between tumors that can be detected by hand versus those that can be detected by mammography. "It's very important that women book their regular mammography appointments," said Moira Stillwell, chair of the foundation's board of directors. "That's why we needed a campaign that would be compelling enough to very quickly catch women's attention." The campaign consists of print and broadcast advertising, plus public relations. The ads are running on Global Television and in The Vancouver Sun, The Province and a number of community publications in British Columbia. PR is being handled by Optimum Public Relations.