Breast Cancer Foundation - Nursery Rhymes
60% of Singaporen women below the age of 45 have limited knowledge of breast cancer. And this leads to many of them not performing self-checks or mammograms. But there is a small group of people who could persuade a majority of them. Their kids.
This campaign aims to turn nursery rhymes for kids into a lifesaver for Moms. We create nursery rhymes that uses familar words and tunes like ‘round and round’, ‘up and down’, etc. Phrases that illustrates the steps of a breast self-check.
Proposal stage illustrations
End product
Over 1,000 books was launched during the annual Pink Ribbon Walk – which drew over 4,000 participants. The campaign idea was rhyming all over the web with many PR mentions during the campaign period, further amplifying the idea of Nursery Rhyme, spreading more awareness on the importance of conducting breast self-check.
Creative Director: Thomas Yang
Art Directors: Lijing Sim, Dian Widjaja
Copywriter: Ishan Venkat
Illustrator: Paula Pang