Nearly 50% of women skip their regular breast cancer screenings due to the discomfort and pain associated with traditional mammogram machines. That means almost half of women are avoiding a critical exam—potentially putting their health at risk.

To raise awareness, we used a clever media strategy: pre-roll ads, which people often skip just like their screenings. Through this placement, we educated women about the GE Senographe Pristina—a mammography system designed by women, with women’s comfort in mind.