For Raleigh Radiology’s mammography campaign, the hero wasn’t going to be the technology. It was going to be the woman. Instead of pretending mammograms are comfortable, we leaned into the awkwardness with the Squish Face campaign.

Women of different ages and backgrounds press their faces against a clear surface, turning a familiar moment of discomfort into something unexpected, relatable, and funny. No machines. No exam rooms. No explanation needed. One face says it all.

The campaign helped shift Raleigh Radiology’s visual approach away from traditional healthcare imagery and toward human moments that feel familiar. A subtle layer of Raleigh Radiology Red created a visual thread across print, digital, and out-of-home, while a familiar white graphic element connected the new look to the previous brand.

The result was a campaign that made an uncomfortable experience approachable, gave people a reason to smile, and a reason to do it anyway.