This advertisement campaign was launched in public interest in Malaysia by CLEO Magazine to create awareness regarding breast cancer. The advertisement was very strategically targeted women and the advertisement was placed in such a manner that a woman cannot pass it without noticing it. The ad cleverly focuses on words such as price cut, discount and sale to draw undivided attention of women.
The approach of the advertisement campaign has been quite soft to deliver a very strong message. However, to read the real message one has to take efforts to take a closure look of the small fonts of the copy. The idea of the campaign is very interesting and original that surely delivers a punch.
The copy of the ad reads, ‘Unfortunately, it isn’t as noticable as a DISCOUNT! 80% of women miss the first sign of breast cancer. Early detection saves lives. Call 03-7954 0133 or visit radiologymalaysia.org. Cleo magazine.’ The campaign is credited to Leo Burnett, Kuala Lumpur, Malaysia.
Via Ads of the World
