Charlotte Radiology charged us with developing a new ad campaign for Breast Cancer Awareness Month. We started by creating a mark, basing the creative on the staggering statistic that 1 in 8 women will be affected by breast cancer. The mark had a distinctly “iconic” look and feel, and we realized pretty immediately that it had legs. It’s now known as the “1 in 8” logo and appears in any and all breast cancer pieces created by Charlotte Radiology.
The objective of the ad campaign was to educate the community of breast cancer’s shocking reach—the fact that 1 in 8 women will be affected by it in their lifetime—and that early detection is critical. We illustrated this with a series of visuals illustrating something left to chance, or a destructive device.
This educational campaign ran for a few months before we implemented the second phase, which added a call to action: Spread the word. We used the same formula to create consistency, but we focused on visuals that conjure communication and Travel.
ClientCharlotte RadiologyServicesAdvertising CampaignCopywriterKristin Kelly
