| Title | X-ray beauty |
| Title (original language) | Röntgen-Model |
| Agency | Young & Rubicam Brands |
| Campaign | X-ray beauty |
| Advertiser | Mamazone |
| Brand | Mamazone |
| Posted | May 2006 |
| Product | prevention of breast cancer |
| Business Sector | Disease Awareness, Support Groups & Associations |
| Tagline | Certainty is beautiful |
| Story | Mammogrammes are still the best way to detect breast cancer in time when it is most likely to be cared. But most women still ignore this screening method. Mamazone is an international society to promote mammography and fight breast cancer. |
| Philosophy | Using the vanity and body consciousness of today's women and combining a beauty shoot with a x-ray picture. The claim reads: Certainty is beautiful. |
| Problem | Finding an unexpected way of talking about breast cancer. |
| Result | Excellent press coverage for the wild posted posters. Increase in website hits by 28% |
| Media Type | |
| Market | Germany |
| Copywriter | Christian Daul |
| Creative Director | Christian Daul |
| Agency Producer | Katrin Eisenberg |
| Advertising Manager | Ursula Goldmann-Posch |
| Art Buyer | Britta Joh |
| Advertising Manager | Doris Schmitt |
| Art Director | Monika Spirkl |
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