| Philosophy | Self examination is key for diagnosing breast cancer on time. Many Serbian women don’t want to talk about this because of superstition that talking about bad things attracts them. Instead of talking we let women learn by touching something they touch all the time… Mobile phones. For breast cancer awareness week we locked more than hundred free wifi hotspots. To unlock, women had to perform three motions of self examination on their touchscreen. Campaign was supported by OOH and digital, picked up by both social and traditional media, with many influencers, bloggers, and magazines picking up and spreading #checkit message. |