Alberta Society of Radiologists
Venn Mammograms
The campaign targeted an entire generation's most memorable moments.
In Alberta, 1 in 7 women will face a breast cancer diagnosis. Despite the risk, only 46% of women ages 45-49 were getting screened (compared to 87% of women 50-74), even though the recommended age for breast cancer screening starts at 45 for self-referrals.
Alberta Society of Radiologists and Alberta Cancer Foundation decided to speak directly to this age group of women by transforming the core memories of the entire generation into an endless collection of addictive puzzles, inside the very things we were attempting to protect—boobs. The campaign was so successful that it garnered the attention of policymakers, triggering Alberta's Health Minister to lower the recommended age for breast cancer screening even further by 5 years and expand free screening to all women aged 40 and older.
- +25% increase in mammogram screenings
- +1390% increase in website traffic
- +3x industry standard CTR
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