Ad of the Day: Breast Cancer

Another "Ad of the Day" moment, and it's not for the lottery this time.

My new favorite ad is for the Breast Cancer Awareness magazine Pink Ribbon.

Grey Amsterdam created this PSA campaign for the publication that aims to support breast cancer awareness all year long, not just during breast cancer month. Unlike U.S. ads that are more body conscious and play it safe, these ads dart straight to the point.

The ads are brilliant because:

• They are relatable to women: We all have boobs. It also creates a sense of community and safety knowing that every woman thinks about/deals with this issue.
• They aren't scary, but rather are encouraging. A PSA shouldn't scare the consumer but present them with a convincing call to action.
• They play off nostalgia and the memories we link to our boobs: boys, clothing, growing up, etc.
• Possibly my favorite: Each boob presented has a name, just like how boys have a name for their junk. (Do we really do this though?)
• They don't feel corporate and so are approachable. The unique fonts for each ad supports individuality and creates a sense of calm when dealing with something fearful.

Here are the print ads:

While the ads promote sales of Pink Ribbon magazine, they also serve to promote breast cancer awareness. So even if the ads don't create new consumers for the publication, it may promote their worthy cause they hoped to communicate within their pages anyway.

Here is the effective TV spot that would do wonders in the USA if only we weren't so prude: