DDB Group Singapore has created a campaign for the Breast Cancer Foundation that uses a nursery rhyme to remind women about the importance of self-examination.
Children perform the song, ‘Wheels on the Bus’, swapping the more familiar words for those which the BCF said will resonate with women and remind them to check themselves.
The ‘nursery reminder’ campaign, which is backed by Bridgestone Asia Pacific, comes as a survey indicated that while 90% of women understand the need for frequent tests, less than one in two check on a regular basis.
DDB said involving children would act as a trigger for many women.
“Because of their busy lives, women may neglect caring for their health, even more so when they become mothers and put their children’s needs above their own,” DDB Singapore group chief creative officer Chris Chiu said. “We’re involving their children to remind them to take care of themselves.
“Though they might be young, children can be the most powerful influencers in our lives.”
David Fong, General Manager at BCF, added: “Molly Monkey sings and saves’ is essentially a mnemonic that could save your life. Each time you hear the tune, we want it to remind you to do your self-checks.”