Client:

Croatian Institute of Public Health (HZJZ)

National Breast Cancer Screening Program

Challenge:

Although early detection significantly increases the chances of successful breast cancer treatment, participation in national screening programs remained lower than expected. We needed to reach women across Croatia — especially those in their 50s and 60s — and motivate them to prioritize their health without sounding clinical or distant.

Our idea:

“1 picture can save your life.”

We tapped into a powerful cultural habit: photography. Modern life is filled with selfies, vacation snaps, and everyday images. So we posed a simple but emotional question: “If we take thousands of photos in a lifetime, why not take one that truly matters?” This became the campaign’s emotional core, transforming a medical screening into an act of self-love, care, and survival.

Creative execution:

The 30-second TV spot everyday woman smiling with friends, taking a selfie, flipping through old photos… The message is clear and emotional:
preventive screening takes just one image. One that could mean everything. The spot closes in a realistic and reassuring setting — a doctor’s office — grounding the message in trust and medical authority.

Why Does It Work?

Because it reframes prevention as empowerment, instead of focusing on fear or statistics, we tapped into something every woman understands — the value of memories and moments captured.

The insight is universal, the tone is warm and respectful, and the message is deeply human. That’s why the results were immediate and meaningful: the campaign significantly increased attendance at preventive screenings.