Showpony has launched a new campaign for BreastScreen SA, titled 'Make Time for the Girls', with the aim of encouraging women over 40 to get regular breast screens. The campaign was brought to life by a team comprising of female-led client, agency, creative and production teams.

The campaign utilises society's many nicknames and euphemisms for breasts to deliver its message. In addition to video and social media assets, the campaign includes supermarket 'shelf wobblers' and an Augmented Reality (AR) stunt transforming South Australia’s iconic Mall’s Balls into the Mall’s Boobs.

The campaign is designed to engage and empower women, prompt conversation and encourage action. Showpony Adelaide's General Manager, Sophie Allchurch, said: "We know it can be hard for busy women to make time for themselves, but if there was ever anything you can do for yourself and your family, this is it."

Showpony Adelaide's Associate Creative Director, Abby Moulton, said: "It’s no secret people talk about boobs all the time, using all kinds of funny, quirky, silly names to describe them. We want people to talk about getting a breastscreen that much."

Showpony Adelaide's Account Director, Laura Tregloan, said: "We wanted to do something unexpected and create something that people would talk about. We know the power of word-of-mouth, and this campaign highlights exactly that."