Pink Ribbon: Some tests you’re better off not doing yourself

Credits:

The Dutch Cancer Society (KWF Kankerbestrijding) decided in August 2008 to no longer advise women to perform monthly breast self-examinations. This decision was reached in light of research revealing that breast self-examinations neither lead to earlier detection of breast cancer nor to lower mortality rates due to this illness. It has now also become clear that there are disadvantages connected with self-examination. For example, studies show that women who regularly perform self-examinations undergo (unnecessary) surgical breast procedures more often. It is, however, ultimately up to each individual woman to decide whether to perform breast self-examinations.

The month of October has now been focused on breast cancer for several years in a row. The Pink Ribbon magazine was launched within this context in 2004. All the proceeds of this publication go to the breast cancer foundation. Mercedes-Benz placed a 1/1 advertisement in this magazine again this year. Just like last year’s placement, this advertisement focuses on the correlation between breast cancer research and the research that Mercedes continually conducts to make its cars safer for people.

The theme of this year’s advertisement is ‘self-examination is good, but examination by experts is better’.

Advertised brand: Mercedes-Benz
Advert title: Crash test
Headline: Some tests you’re better off not doing yourself.

Advertising agency: FHV BBDO (Amsterdam, Netherlands)

Agency website: www.fhv.bbdo.nl

Campaign target: Pink Ribbon advises women to no longer perform monthly breast self-examinations.

Mercedes-Benz supports Pink Ribbon and placed a 1/1 advertisement in the magazine.
The theme of this year’s advertisement is ‘self-examination is good, but examination by experts is better’.

Just like last year’s placement, this advertisement focuses on the correlation between breast cancer research and the research that Mercedes continually conducts to make its cars safer for people.


Art Director: Joris van Elk
Copywriter: Mark Muller
Account: Bas Verdoorn
Client: Peter Zijlstra
Photography: Jaap Vliegenthart
Retouch: Souverein