Matealda is a foundation that came to life after my mother, Matilda, lost her battle to ovarian cancer in 2014. My sister Joelle who was the master mind of this idea, came one day and said let’s honour our mother by shedding light on this silent issue in the society and as well as telling her story and brave battle with cancer in hopes to helping other people who might be affected to find the strength to carry on.
I used the analogy with fruits to portray my message in this campaign: “Time to ovary act”. Fruits symbolise life and death, femininity, fertility, health and so on. I chose to raise awareness about ovarian cancer through an unusual and creative way to grab attention rather sticking to the conventional way of showing the ovaries or highlighting testimonies from people affected.
JESSICA ABOU-KHALIL BA ADVERTISING - AUST