Title	SPOT THE DIFFERENCE
Brand	MAMMOGRAPHIE SCREENING HAMBURG
Product/Service	MAMMOGRAPHY
Category	C02. Health Services & Facilities
Entrant	WEIGERTPIROUZWOLF Hamburg, GERMANY
Idea Creation	WEIGERTPIROUZWOLF Hamburg, GERMANY

Name	Company	Position
Jan Blumenthal	weigertpirouzwolf	Creative Director
Franziska Noll	weigertpirouzwolf	Art Director
Jean Baptiste Bonzel	weigertpirouzwolf	Managing Director
Melanie Christiansen	weigertpirouzwolf	Account Manager

Why is this work relevant for Brand Experience & Activation?

The Mammography Screening Centre in Hamburg used its 10th anniversary as an occasion to literally open the doors and invite doctors, notables, journalists as well as patients to its clinic. The rooms were used for an art exhibition with paintings on the wall in order to give the visitors a new perspective on the significance of mammography. (The same paintings were shown on posters as well as the invitation card.)

background

Mammography helps to detect breast cancer at an early stage. That’s why the German Parliament passed a resolution to introduce a nationwide mammography screening program. Women aged between 50 and 69 are entitled to get a free examination every two years. Even though the program has been running for more than a decade there is still a considerable level of ignorance among the general public. With our campaign we wanted to raise awareness for this issue as well as to get to know the Mammography Screening Centre in Hamburg.

Describe the creative idea (20% of vote)

We’re all familiar with those ‘spot the difference’ puzzles from kid’s books and newspapers – the ones where you have to detect the deviation from the picture on the left in the one on the right. Often you have to search for quite a long time, and not always with success. This is the motif we use to illustrate the work of the mammography screening program. The reason is obvious: Their X-ray images – the so-called mammograms – are subjected to meticulous scrutiny. The most minute changes can be discovered by the doctors well before they are visible to the naked eye.

Describe the strategy (20% of vote)

We had two target groups: First, the general public – especially women – whom we wanted to sensitize for the mammography screening program. Second, partners, politicians, and journalists, who were invited to celebrate the 10th anniversary of the Mammography Screening Centre.

Describe the execution (30% of vote)

The posters were published in an outdoor campaign to address the general public. Furthermore, the same pictures were used for an indoor art exhibition in the Mammography Screening Centre. More than a mere art collection, our series of paintings offers an aesthetic illustration of the Mammography Screening Centre and its services. To this day, the paintings hang on the wall, where visitors and patients can still see them.

List the results (30% of vote)

The Mammography Screening Centre had some 300 guests for its anniversary party. Among them were the Mayor of Hamburg, celebrities and actresses who endorse the screening program, town notables, and journalists which covered the story in newspapers as well as on TV (specifically the “NDR” the North German Broadcasting Corporation). The average annual number of 22.000 women who partake in the screening program in Hamburg increased by 12%. All over Germany, 2,7 million women attended the screening program and 17.000 malignant tumors were diagnosed – 77% of which were smaller than 2 cm.