In homage to the queen, get a “Ma’ammogram,” please.

Kaitlynn Crane 06/03/22 - 2:16 pm

A royal reminder: Book or attend your annual “Ma’ammogram” appointment.

With millions expected to celebrate Queen Elizabeth’s 70 years on the throne, Breast Cancer Now, a charity based in the United Kingdom, is using the Platinum Jubilee weekend for breast cancer awareness – reminding women about the importance of lifesaving screenings.

With a clever play on words plus a patriotic design, the campaign (created by agency BMB) launched on June 1 and will run for four days only. Featuring outdoor, print, social ads and an ad van that will drive around locations in London, all assets urge people to go for their “Ma’ammogram” – strategically targeting women who are already in a royally relevant environment.

Since 2020, Breast Cancer Now has been highlighting its concerns about the pandemic’s effect on preventive screenings. Thus, this campaign is a direct response to data published earlier this year – revealing that, due to the pandemic’s disruption, around 1 million women across the U.K. did not get a breast cancer screening in 2020/21.

Sally Kum, associate director of nursing and health information at Breast Cancer Now, went on to say there has been a significant drop in the number of women having breast cancer screenings, which in turn has meant fewer women being treated for breast cancer.

“We encourage women to attend when invited as the earlier breast cancer is diagnosed, the higher the chance of treatment being successful,” she said.

We also polled our own Ellyn Davidson, owner of Brogan & Partners, breast cancer survivor and an avid supporter of the cause. Considering the campaign to be very clever, she said, “Anything that encourages women to get their annual mammogram, especially if it’s done in an interesting way, is a win. Early detection saves lives.”

So, while the nation gathers together to mark a very important ‘Ma’am,’ remember to schedule your annual “Ma’ammogram” (and encourage all the women you love to do the same).

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