Ad Nut
Jul 8, 2020

Look beneath the breast, Manulife says

A new campaign by TBWA Singapore addresses a ‘silent killer’ among women.

From a Manulife survey, a majority of women respondents believe that cancers are the leading cause of death among women. But Manulife wants to draw attention to a phenomenon that's actually more deadly for women than breast cancer: heart disease.

In a new heart health campaign, the brand brings together three breast cancer survivors to advocate for the cause. The aim is to address the misconception that “bikini” cancers are the only diseases that women should prioritise.

It’s a decent creative idea. But if Ad Nut is strictly speaking about memorability factor, it doesn’t quite achieve the same audience effect as last year’s Stop the Drama campaign, a brilliant concept that addressed a huge medical misconception with flair and creativity. Last year’s Mrs Fortune Teller campaign was also much-talked-about.

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