| Title | Take Notice |
| Agency | Rothco, part of Accenture Song |
| Campaign | Take Notice |
| Advertiser | The Marie Keating Foundation |
| Brand | The Marie Keating Foundation |
| Date of First Broadcast/Publication | 2018 / 10 |
| Business Sector | Disease Awareness, Support Groups & Associations |
| Philosophy | If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice? That was the key question asked by leading Irish cancer charity, the Marie Keating Foundation, and creative agency ROTHCO | Accenture Interactive, as part of their arresting new campaign, ‘Take Notice’, for Breast Cancer Awareness Month. The star of ‘Take Notice’ is Molly Malone. Molly is the enigmatic heroine of the famous song of the same name, widely recognised as the city’s unofficial anthem. The buxom statue has gone on to become one of Ireland’s most recognisable and Instagram-ed monuments, attracting hordes of tourists daily. Their ‘handsy’ antics have resulted in the statue being groped so much that the bronze hue has begun to wear off on the bosom. Realising that people seem to be more aware of Molly’s breasts than their own, the Marie Keating Foundation and ROTHCO decided to leverage the public’s obsession to spark a national and international discussion about breast health. This month, ROTHCO created and placed a small lump on one of Molly’s breasts, which went totally unnoticed by the general public, who continued to take pictures with Molly and touch her bosom. The campaign film - which features a touching bespoke rendition of Molly’s song by Irish singer Imelda May - highlights to the public that if a lump on the most famous and watched pair of breasts in Ireland can go without detection, women have to be extra vigilant and thorough with their breast examinations. |
| Media Type | Ambient |
| Length | |
| Soundtrack | Imelda May "Molly" |
| Executive Creative Director | Alan Kelly |
| Creative Director | Stephen Rogers |
| Creative Team | Stephen Rogers |
| Creative Team | Anthony Ortuso |
| Head of Production | Margaret Levingstone |
| Head of Marketing | Helen Browne |
| Project Director | Barbara-Ann Chaney |
| Agency Producer | Laura Cahill |
| Head of Strategy | Kathy Troy |
| Digital Strategist | Colm Cusack |
| Digital Strategist | Eadaoin Coyle |
| Design Director | Shane O’Riordan |
| Photographer | Chris Lindhorst |
| Director of Photography (DOP) | Burschi Wojnar |
| Post Production | Screen Scene |
| Editor | Juniper Calder |
| Post-production Supervisor | Anne-Marie Downs |
| Colorist | Donal O’Kane |
| Sound | Will Farrell |
| Model Making | Joe Fallover |