The Annoying Lump

Colenso BBDO / New Zealand Breast Cancer Foundation

Getting a mammogram is one of those things that’s easy to ignore and keep putting off. So for Breast Cancer awareness month, the NZBCF created The Lump.

A small lump that followed women around the internet, through particularly persistent retargeting banners.

The Lump carried a simple message: “Get rid of me by booking a mammogram.” It appeared throughout browsers, on Facebook, mobile and even on Youtube. The only way to get rid of it, was to click and book a mammogram.

The CTR for a simple campaign was fourteen times higher than industry standards, and 2016 became NZBCF’S most successful mammogram drive ever.