The pro bono Leo Burnett-created television commercial extols the benefits of early breast cancer detection. It features real breast cancer survivors who tell of their experience as they receive treatment. "Our theme for this year is 'early detection is your best defence'," said V. Prema, BCF's manager of awareness and education.
The TVC - the first television campaign by BCF - has had several complimentary spots aired on MediaCorp. It will also be screened on TV mobiles on buses, ferries and in the food courts of shopping malls as part of an initiative to raise awareness and funds. Comfort Ads is also sponsoring the campaign by featuring the ads on 15 taxis, which will be driven by women drivers who will double as BCF ambassadors during the awareness month to impart cancer detection information to passengers.
The BCF campaign dovetails with the Government's recent Health Promotion Board (HPB)'s series of spots, which urges women over 40 to go for early mammograms. HPB's TVCs, created by Lizard Storm with media planning by DNC Advertising, feature a group of middle-aged female - MediaCorp artistes from various ethnic groups - explaining mammograms and encouraging women to have one early.
The hotline tagged to the end of the TVCs elicited a good response, said Johnson Seah, HPB's marketing head.