Breast Screen SA: Loved Ones by Showpony Advertising for Department Of Health South Australia

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Breast Screen SA: Loved Ones

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Industry Hospitals, Healthcare facilities & Medical Services, Against Cancer
Media Film
Market Australia
Agency Showpony Advertising
Art Director Jonathan Pagano
Copywriter Parris Mesidis
Producer Amy Mansfield
Released July 2012

Credits & Description

Category: Health & safety
Brand: SA Health
Agency: Showpony Advertising
Country: Australia
Research revealed various reasons for women in the target audience (50 - 69 yrs) choosing not to have a regular breast screen. Many of which were largely individualistic responses, suggesting that while they understood the risks of not having a breast screen, they were limiting the possible consequences of that decision to themselves.


To shift this attitude and provide the audience with an overwhelming motivator for choosing to have a breast screen, Showpony Adelaide explored the nature of family. Typically a woman's familial connections are at their peak in her 50s, with a high likelihood of parents, a spouse, children and grand children playing a central role in their lives. These relationships are also characterized by a high degree of dependency on the woman herself.


It was through these relationships that the agency was able to demonstrate that the decision not to have a regular breast screen didn't just affect the individual, but had the potential to affect all those who were near and dear to them. By broadening the understanding of those at 'risk' they were also able to turn family members into advocates for breast screening as well. 

Category: Health & safety
Client: SA Health
Agency: Showpony Advertising
Country: Australia
Creative Director: Parris Mesidis
Art Director: Jonathan Pagano
Copywriter: Parris Mesidis
Producer: Amy Mansfield