What a person can miss, a machine will find
Amazonki, a Polish support organisation for women affected by breast cancer, worked with womenswear stores to raise awareness of the effectiveness of mammograms. The campaign, which won Grand Prix in the New or Innovative category at the 2011 Golden Drum Awards, involved a store security tag printed with the headline, “What a person can miss a machine will find” (“To, co człowiek przegapi, znajdzie maszyna. Wczesny sygnał ratuje życie. Umów się na mammografię”). The tags were added to bras by shop assistants at H&M, Warsaw, after customers bought them. As the customers left the store the tags set off the security gate, drawing attention to the reliability of a machine in detecting lumps, along with the information website, zrobmammografie.org.
The What A Person Can Miss campaign was developed at Euro RSCG Warsaw by creative director Jacek Szulecki, art director Rafał Ryś, copywriter Magdalena Banasik, project manager Agnieszka Wichracka.