According to updated guidelines issued by the US Preventative Service Task Force, women are no longer recommended to begin routine mammograms for early detection of breast cancer at age 40. Charlotte Radiology wholeheartedly disagrees. In fact, the Task Force is comprised of just 16 healthcare experts—none of whom are oncologists or radiologists. Studies show that 1 in 5 women with breast cancer were diagnosed in their 40s. Charlotte Radiology believes it is both dangerous and irresponsible to encourage women not to begin annual mammograms at 40. They decided to address this directly by creating an ad campaign reiterating the importance of early detection—starting at age 40.
The creative concept was based on high-fashion photography using everyday women as subjects. After all, fashion is something most women identify with and get excited about. The message? 40 is the new pink—an idea that relates back to the fashion concept while putting emphasis on 40 as the magic number to start annual mammograms.
Complementing gorilla efforts included live ads in storefronts of local boutiques that largely serve women 40+, as well as a fashion show featuring our “models” and reiterating our new mantra of “40 is the new pink.”
