Be oBSEssed

This is a fictitious campaign by Triumph in a collaboration with Breast Cancer Foundation Singapore (BCF) to encourage women to be obsessed with their breast health by going for Breast Cancer screenings, most particularly Breast Self-Examination (BSE).

Breast Cancer is one of the deadliest and most common cancers amongst Singaporean women. Approximately 2000 women are diagnosed with the disease yearly, and 400 die from it. Thankfully, early detection helps to ensure survival. Yet, Singapore's rates of Breast Cancer screening are extremely low.

Insights that I had gathered from primary and secondary research shows that women do not conduct regular Breast Self-Examinations (BSE) due to busy lifestyles, perceived low susceptibility to the disease and low levels of awareness.

The design statement

Visual Exploration

Thereafter, I started on my visual research. I wanted to focus on a mood that conveyed support, female empowerment, reliability and a hint of playfulness.

#Be oBSEssed

This campaign urges women to be oBSEssed with themselves, especially their breast health. We want women to look into the mirror more often, and stay vigilant to any abnormal breast changes.

Raising awareness & interest

Using Out of home (OOH) marketing methods at various touch points near Triumph’s stores and BCF’s headquarters, women would become interested in the campaign.

Sketches of marketing material

Placed at BCF's headquarters

Strategically placed near Triumph's stores such as the toilet on the same level, informational digital boards etc.

Participation & Involvement

Providing information and instruction about BSE through an

eye-catching packaging label

The first application that I brainstormed is an informational hand packaging label to be tied to the straps of the bras on display with pink ribbon.

The unconventional display is sure to draw the attention of women who are browsing the shops for a perfect bra, and those who are window shopping as well.

Layout & Brainstorming sketches

First iteration

At first, I opted for a realistic style. Thereafter, I realised that it may look creepy and thus give off a wrong message when placed on the bra.

Painting of the hand: Video progress

Further iterations

Final Applications of the hand packaging

Video of hand packaging label

Debunking myths & misconceptions with an

informative fitting room placed in Triumph's stores

I realised a potential touch point for women to do their BSE was the Triumph fitting room, where women will step in and try on bras. Thus, I developed infographics and features such as an "encouragement wall" for women to feel supported and less alone in the process.

Development

Sketches

First few iterations

Test printing

Crafting & building

Using 3mm PVC foam board, I used sticker paper to add the graphics to the "walls" of the changing room.

Final Application

Digital artwork

Physical mockup

3D digital mock-up

Establishment & Retention of BSE as a routine

Through a dance which uses the catchy and trendy pop song by Selena Gomez ("Hands to myself") and the BSE steps, this dance is bound to get stuck in the heads of women, making it easier to remember, and thus establish as a regular routine.

Choreographing the dance