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Are You Obsessed With the Right Things?

“The difference between a pimple and breast cancer is that of life and death. Regular breast checks are the best way to fight cancer. Show support for the women in your life by purchasing a Pink Ribbon.”

“The difference between a big butt and breast cancer is that of life and death. Regular…”

“The difference between a bad hair day and breast cancer is that of life and death. Regular…”

A lot of women are probably more obsessed with a pimple, bad hair or their butt than they are concerned about breast cancer. In order to raise breast cancer awareness, Breast Cancer Foundation in Singapore creatively used body art to ask women if they were “obsessed with the right things?”

Advertising Agency: DDB, Singapore | Executive Creative Director: Joji Jacob | Creative Director: Thomas Yang | Copywriter: Khairul Mondzi | Art Director: Andrea Kuo | Account Director: Rowena Bhagchandani | Account Executive: Ng Ling Kai | Illustrator: Andy Yang Soo Kit | Digital retoucher: Agnes Teo | Photographer: Allan Ng / Republic Studios

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Author:   Date posted:  Dec 13th, 2011
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  • Nicole Torbet via Facebook

    That’s fantastic!

  • Thorsten Kraemer via Facebook

    It’s nice, but it’s wanking … social ads are condradiction in inself. They may be clever, but they’re … for the media guys & dolls.

  • http://www.facebook.com/boredpanda Bored Panda via Facebook

    But it did get your attention, didn’t it? :) Thorsten Kraemer

  • http://www.facebook.com/boredpanda Bored Panda via Facebook

    But it did get your attention, didn’t it? :) Thorsten Kraemer

  • Thorsten Kraemer via Facebook

    Yes, it’s beautiful, but it doesn’t work. It’s arty for folks who check breasts anyway … you don’t get to no breast checkers this way. It’s wanking on a high level. Like all this social ad shit. I’m stunned, but it doesn’t work the problems.

  • Thorsten Kraemer via Facebook

    There were some some grizzly anti-fur ads in the 80s (greenpeace), which lead to the fact that no celeb could wear fur in public. But this is an uncommon effect and fur sneaks its way in anyway. BUT … this was a measurable effect.

  • Thorsten Kraemer via Facebook

    So, I would like this campaign better, if it was actually about pimples and (too) fat asses … reassuring the youth … you’re alright. Not painting devil cancer on the wall …

  • http://www.facebook.com/boredpanda Bored Panda via Facebook

    I still think that if nobody would talk about the breast cancer, the only place women would learn about it is in the hospital (when it’s too late). However, I do agree that it’s hard to measure the effectiveness of such campaigns.

  • Thorsten Kraemer via Facebook

    Know me … every girl knows the risk of breast cancer … you can’t reach them who don’t with such an suffisticated ad … it’s wanking, trust me.

  • http://www.facebook.com/boredpanda Bored Panda via Facebook

    But isn’t your knowledge created by this kind of messages? On the other hand, I’m not a girl :)

  • Thorsten Kraemer via Facebook

    No, my knowledge is not based on arty shots of tits … but you’re right, I’m aware o’cause of PSA. I just doubt the value of fancy ad campaigns, that’s all.

  • deltanea

    The painting and the idea are both really great, but the woman has the body that all womens are obsessed with. I mean, skinny, good curves, nice size of breasts. It’s kind a contradiction. (sorry if u have troubles to understand me but I’m from argentina and I don’t know hot to write well)
    I love Bored Panda!!