Time to Get Checked

When Alberta lowered the self-referral age for mammograms from 50 to 45, three major healthcare organizations came together to solve a critical problem: how to deliver this life-saving message to women who didn’t know it applied to them. The campaign targeted 45-year-old women with a playful and highly relatable concept: boob-inspired Venn diagrams contrasting nostalgic elements with midlife realities. The campaign resonated because it spoke directly to the lived experiences of women in this age group. The messaging wasn’t just about healthcare; it was about recognizing and embracing their stage in life with lightheartedness. The visuals appeared everywhere these women did: on billboards, buses, social media, online ads, and in magazines, ensuring the message was not only seen but truly felt. As a fun bonus, the Mammogramobile—a mobile screening unit wrapped in campaign visuals—brought the message directly to underserved communities, ensuring no woman was left behind. By blending humour, creativity, and data-driven strategy, the campaign raised awareness, fostered connection, and drove measurable action. It not only empowered Alberta’s women to prioritize their health but also set a new standard for how healthcare messaging can inspire meaningful change.