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Siemens Healthcare ABVS Breast Density Awareness

When Siemens Healthcare Ultrasound approached us with a mission to raise awareness for breast density, we came back with a movement.


THE CHALLENGE

Nearly half of all women in the world have dense breast tissue. The challenge with having dense breasts is that mammography, the industry-standard method for detecting breast cancer, often has difficulty distinguishing between dense tissue and potential malignancies.1, 2 In other words, dense breast tissue may limit your physician’s ability to diagnose if you have breast cancer. Siemens Ultrasound asked for our help in raising awareness of automated total breast ultrasound as an alternative solution for breast cancer diagnosis. But before we could educate women on these innovations, we first had to educate them on breast density.


THE STRATEGY

Working in concert with the global marketing leadership at Siemens Healthcare, 2e Creative set out to raise awareness beyond the screens of laptops and smartphones. With a regional casting call, we were able to bring countless women — many of whom shared personal experiences with breast cancer — together to film an impactful 30-second video spot that premiered at the Siemens global sales meeting before launching on the company’s social media channels. In addition, we created a complementary behind-the-scenes video that truly captured the energy and emotions of that long, but rewarding, day.

1. American College of Radiology. Breast Density: Breast Cancer Screening. Available: http://bit.ly/ACRDensityBrochure.

2. Boyd NF, Guo H, et al. Mammographic Density and the Risk and Detection of Breast Cancer. N Engl J Med. 2007;356:227.

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