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.