Breast Cancer scans turned into personalised art prints on display in SG

The Breast Cancer Foundation (BCF), has launched its MAMMO Project in celebration of Breast Cancer Awareness Month in October. The project’s inaugural series features breast cancer survivors sharing their stories and the scans that helped save their lives. 

The scans are digitally transformed and reinterpreted as colourful, personalised art prints that exude warmth and hope. The campaign, created by DDB Singapore, sets out to dispel the fear of mammograms so more women are encouraged to go for regular screenings.

The MAMMO project is currently on display at ION Orchard, B4 ION Station, for the month of October. The prints are accompanied by the inspiring stories of six Singaporean women, saved through early detection via the very mammograms on display.

On sale at the exhibition are limited-edition merchandise with the prints, serving as reminders for women to go for regular mammograms. All the proceeds go to BCF.

Throughout the month of October, special subsidised mammogram screenings will be available for all eligible women. These can be booked through scanning QR codes embedded across the campaign communications.

A wider campaign featuring outdoor advertisements and video interviews with breast cancer survivors on BCF’s social channels further endorses the importance of regular screenings.

“Mention ‘mammogram’ and most people will think of something that’s cold, clinical, and even scary. What if we could add some hues of hope to this visual and introduce that association? After all, a mammogram in time saves lives. With this idea at the heart of the project, we created artistic interpretations of actual scans that detected cancer,” said Thomas Yang, executive creative director of DDB Group Singapore. “By putting these works of art on display, we hope women will put their fears aside and commit to regular mammogram screenings.”

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