Don't wait.

Breast cancer and the process of screening, early diagnosis, and treatment evoke a wide range of emotions in women: uncertainty, insecurity, doubt, as well as complacency or even procrastination.
To capture attention with our campaign, we use punctuation marks as a creative vehicle. We developed a series of visuals where each mark – such as the exclamation point, the question mark, and the quotation marks – takes centre stage. Each punctuation mark carries a powerful and compelling message, reflecting different emotional aspects of breast cancer and underscoring the importance of early detection.
Our aesthetic approach is intentionally minimal and clean-cut, with a strong focus on colours that speak to femininity and convey a sense of familiarity. This simplicity gives the campaign stopping power, ensuring that the message is both striking and accessible.
By transforming these simple yet universally recognized symbols into meaningful statements, our goal is to create a visual language that resonates deeply with our audience. Each punctuation mark represents a different part of the breast cancer journey, drawing attention to the emotional complexities of the experience while reinforcing the vital message that early detection can save lives.