We worked with Primary Health Network Gippsland (PHN) to design a brand campaign to boost breast, bowel, and cervical cancer screening across the Latrobe Valley.
Aesthetically the campaign appears friendly yet emotional and possess the notion that anyone can picture themselves or their loved ones within the work. We achieved this by creating a deliberate direction of faceless illustrations, cleverly designed to engage target screeners and their loved ones.
Part of the strategy (supplied by PHN) was to hold events within the community to engage screeners and their loved ones to screen for cancers. At these events, community members had polaroid photos taken while holding up a ScreenForMe sign. The polaroid was then housed in a branded ScreenForMe card. The card and its message were then passed on to their mother, father, relative, or friend, asking them to ScreenForMe.
We developed secondary illustrations to attract attention. It’s not every day you see a pair of undies or a bra on a coffee cup or t-shirt, so we used this to spark conversation and lift the stigma about breast, bowel, and cervical screenings.
To launch and spread the ScreenForMe campaign message, we curated a selection of social media imagery, which was then used across Instagram and Facebook.