The Unignorable Lump is following a lot of NZ women around the internet. It’s going to keep following them around until they get a mammogram.

The Lump is Colenso’s answer to NZ Breast Cancer Foundation’s problem – that people have a tendency to keep putting off getting a mammogram. The thing is, the more you put it off, the greater the risk that breast cancer won’t be found early, when it’s easily treated.

The lump uses a combination of retargeting banners and pre-roll across a number of platforms to follow a very specific audience of women aged between 40 & 69. It keeps following them until they click on the banner to book a mammogram.

The Lump’s reminders begin in a casual way with a friendly tone. Gradually they become more insistent and somewhat confronting, to get women to click.

Steve Cochran, executive creative director at Colenso BBDO explained, “We’re all familiar with that feeling of being stalked around the internet by a pair of shoes that are trying to get us to click ‘buy’. Well much like that, this idea sees an annoying and slowly growing lump continually popping up to get women to click to book a mammogram. Seemed like a great way to use a now common media strategy. We hope women can’t ignore it.”

“The campaign is a clever play on something we’re all familiar with, being chased around the internet,” added Evangelia Henderson, chief executive at the NZ Breast Cancer Foundation. “But unlike most of those internet ads, this one is important, and for some people will even be the difference between life and death.”

The targeted digital campaign runs for the whole of October, aka Breast Cancer Month.

Credits

Agency: Colenso BBDO

Media Agency: Starcom

Client: Breast Cancer Foundation New Zealand

Chief executive officer: Evangelia Henderson

Digital communications manager: Kim Barker,